عنوان

Enlisting Madison Avenue :

(Number (ISBN

0833042750

(Number (ISBN

1281181153

(Number (ISBN

6611181156

(Number (ISBN

9780833042750

(Number (ISBN

9781281181152

(Number (ISBN

9786611181154

Erroneous ISBN

0833041568

Erroneous ISBN

9780833041562

Number

b774838

Title Proper

Enlisting Madison Avenue :

General Material Designation

[Book]

Other Title Information

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

First Statement of Responsibility

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

Place of Publication, Distribution, etc.

Santa Monica, CA :

Name of Publisher, Distributor, etc.

RAND Corp.,

Date of Publication, Distribution, etc.

2007.

Specific Material Designation and Extent of Item

1 online resource (xxvii, 211 pages) :

Other Physical Details

illustrations

Text of Note

"Prepared for the United States Joint Forces Command."

Text of Note

Includes bibliographical references (pages 189-211).

Text of Note

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

0

Text of Note

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.

Text of Note

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.

Source for Acquisition/Subscription Address

JSTOR

Stock Number

22573/cttp3md

Title

Enlisting Madison Avenue.

International Standard Book Number

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

Number

Edition

Class number

Book number

Helmus, Todd C.

Glenn, Russell W.

Paul, Christopher,1971-

Date of Transaction

20201203071128.0

Cataloguing Rules (Descriptive Conventions))

pn

Electronic name

[Book]

Y