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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Table of Contents:
- 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