عنوان

Enlisting Madison Avenue :

0833042750

1281181153

6611181156

9780833042750

9781281181152

9786611181154

0833041568

9780833041562

b774838

Enlisting Madison Avenue :

[Book]

the marketing approach to earning popular support in theaters of operation /

Todd C. Helmus, Christopher Paul, Russell W. Glenn.

Santa Monica, CA :

RAND Corp.,

2007.

1 online resource (xxvii, 211 pages) :

illustrations

"Prepared for the United States Joint Forces Command."

Includes bibliographical references (pages 189-211).

What makes shaping so difficult? -- Applying marketing principles to shaping -- Shaping solutions based on recent operational experiences -- Summary of conclusions and recommendations.

0

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.

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.

JSTOR

22573/cttp3md

Enlisting Madison Avenue.

0833041568

Military art and science.

War-- Protection of civilians.

HISTORY-- Military-- Strategy.

Informationsvermittlung

Kriegführung

Military art and science.

POLITICAL SCIENCE-- International Relations-- General.

Psychologische Kriegführung

War-- Protection of civilians.

HIS-- 027060

HIS027060

JWKT, JPP

POL011000

Helmus, Todd C.

Glenn, Russell W.

Paul, Christopher,1971-

20201203071128.0

pn

[Book]

Y