Enlisting Madison Avenue : the marketing approach to earning popular support in theaters of operation / / Todd C. Helmus, Christopher Paul, Russell W. Glenn.
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. Themes of U.S. goodwill mean little if its actions convey o...
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| Year of Publication: | 2007 |
| Language: | English |
| Physical Description: | 1 online resource (241 p.) |
| Notes: | Description based upon print version of record. |
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| 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. Themes 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, i |
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| Bibliography: | Includes bibliographical references (p. 189-211). |
| ISBN: | 1281181153 9786611181154 0833042750 |
| Hierarchical level: | Monograph |
| Statement of Responsibility: | Todd C. Helmus, Christopher Paul, Russell W. Glenn. |