Countering Violent Extremism: From Defence to Attack

While efforts directed at countering violent extremism have increased globally, the rates of radicalisation continue to grow, which suggests that alternative change approaches warrant consideration if we are to combat terrorism. Placing the needs and wants of the target audience at the heart of strategic thinking has been used for more than a century by market leading companies. This article contends that countering violent extremism may be enhanced by adopting a marketing philosophy and continues by providing an overview of how a marketing approach would be applied to counter terrorism.