Samenvatting

This chapter discusses ISILs marketing techniques. We think that, due to its strong and successful branding and communication strategies, from a marketing perspective ISIL can be considered a leader on the market of terror produced by violent non-state actors (VNSAs). We propose ISIL can be fought by using counter-marketing strategies, as a significant part of non-kinetic warfare. Counter-marketing can be done in one of two ways. Either by preventing your opponents from adhering to their marketing strategies or by developing the best marketing strategy yourself. Any victories gained by counter-marketing will result in ISIL losing in various respects, such as supporters, revenues and combat power.