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Author Helmus, Todd C.

Title Enlisting Madison Avenue : the marketing approach to earning popular support in theaters of operation / Todd C. Helmus, Christopher Paul, Russell W. Glenn.

Imprint Santa Monica, CA : RAND Corp., 2007.

Copies

Location Call No. OPAC Message Status
 Axe JSTOR Open Ebooks  Electronic Book    ---  Available
Description 1 online resource (xxvii, 211 pages) : illustrations
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
data file
Note "Prepared for the United States Joint Forces Command."
Bibliography Includes bibliographical references (pages 189-211).
Contents What makes shaping so difficult? -- Applying marketing principles to shaping -- Shaping solutions based on recent operational experiences -- Summary of conclusions and recommendations.
Summary Virtually every action, message, and decision of a military force shapes the opinions of an indigenous population: strategic communication, treatment of civilians at vehicle checkpoints, and the accuracy or inaccuracy of aerial bombardment. These of U.S. goodwill mean little if its actions convey otherwise. Consequently, a unified message in both word and deed is fundamental to success. Business marketing practices provide a useful framework for improving U.S. military efforts to shape the attitudes and behaviors of local populations in a theater of operations as well as those of a broader, international audience. Enlisting Madison Avenue extracts lessons from these business practices and adapts them to U.S. military efforts, developing a unique approach to shaping that has the potential improve military-civilian relations, the accuracy of media coverage of operations, communication of U.S. and coalition objectives, and the reputation of U.S. forces in theater and internationally. Foremost among these lessons are the concepts of branding, customer satisfaction, and segmentation of the target audience, all of which serve to maximize the impact and improve the outcome of U.S. shaping efforts.
Note Print version record.
Access Use copy Restrictions unspecified star MiAaHDL
Reproduction Electronic reproduction. [Place of publication not identified] : HathiTrust Digital Library, 2010. MiAaHDL
System Details Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL
Processing Action digitized 2010 HathiTrust Digital Library committed to preserve pda MiAaHDL
Language English.
Subject Military art and science.
War -- Protection of civilians.
Military Science
Art et science militaires.
Guerre -- Protection des civils.
HISTORY -- Military -- Strategy.
POLITICAL SCIENCE -- International Relations -- General.
Military art and science
War -- Protection of civilians
Psychologische Kriegführung
Kriegführung
Informationsvermittlung
Added Author Paul, Christopher, 1971-
Glenn, Russell W.
In: Books at JSTOR: Open Access JSTOR
Other Form: Print version: Helmus, Todd C. Enlisting Madison Avenue. Santa Monica, CA : RAND Corp., 2007 9780833041562 0833041568 (DLC) 2007028915 (OCoLC)156785004
ISBN 9780833042750 (electronic bk.)
0833042750 (electronic bk.)
1281181153
9781281181152
9786611181154
6611181156
9780833041562 (pbk. ; alk. paper)
0833041568 (pbk. ; alk. paper)
Standard No. AU@ 000048758121
AU@ 000051451797
DEBBG BV043162345
DEBBG BV044127935
DEBSZ 422159255
GBVCP 1008650110
GBVCP 802402097
NZ1 14239763

 
    
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