Enlisting Madison Avenue : the marketing approach to earning popular support in theaters of operation / Todd C. Helmus, Christopher Paul, Russell W. Glenn.

Format:

Book

Author/Creator:

Helmus, Todd C.

Contributor:

Paul, Christopher, 1971-

Glenn, Russell W.

Language:

English

Subjects (All):

Military art and science.

War--Protection of civilians.

War.

Physical Description:

1 online resource (241 p.)

Edition:

1st ed.

Place of Publication:

Santa Monica, CA : RAND Corporation, 2007.

Language Note:

English

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

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

Notes:

Description based upon print version of record.

Includes bibliographical references (p. 189-211).

ISBN:

1-281-18115-3

9786611181154

0-8330-4275-0

OCLC:

476120037