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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| 100 | 1 | |a Helmus, Todd C. | |
| 245 | 1 | 0 | |a Enlisting Madison Avenue |h [electronic resource] : |b the marketing approach to earning popular support in theaters of operation / |c Todd C. Helmus, Christopher Paul, Russell W. Glenn. |
| 260 | |a Santa Monica, CA : |b RAND Corporation, |c 2007. | ||
| 300 | |a 1 online resource (241 p.) | ||
| 336 | |a text |b txt | ||
| 337 | |a computer |b c | ||
| 338 | |a online resource |b cr | ||
| 500 | |a Description based upon print version of record. | ||
| 505 | 0 | |a Cover; Preface; Contents; Figures; Tables; Summary; Acknowledgments; Abbreviations; Chapter One - Introduction; Chapter Two - What Makes Shaping So Difficult?; Chapter Three - Applying Marketing Principles to Shaping; Chapter Four - Shaping Solutions Based on Recent Operational Experiences; Chapter Five - Summary of Conclusions and Recommendations; Appendix; Bibliography | |
| 520 | |a 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 | ||
| 546 | |a English | ||
| 504 | |a Includes bibliographical references (p. 189-211). | ||
| 650 | 0 | |a Military art and science. | |
| 650 | 0 | |a War |x Protection of civilians. | |
| 700 | 1 | |a Paul, Christopher, |d 1971- | |
| 700 | 1 | |a Glenn, Russell W. | |
| 776 | |z 0-8330-4156-8 | ||
| 906 | |a BOOK | ||
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| AVE | |i DOAB Directory of Open Access Books |P DOAB Directory of Open Access Books |x https://eu02.alma.exlibrisgroup.com/view/uresolver/43ACC_OEAW/openurl?u.ignore_date_coverage=true&portfolio_pid=5350505380004498&Force_direct=true |Z 5350505380004498 |b Available |8 5350505380004498 | ||