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Enlisting Madison Avenue : the marketing approach to earning popular support in theaters of operation

Author: Todd C Helmus; Christopher Paul; Russell W Glenn
Publisher: Santa Monica, CA : RAND Corp., 2007.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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. 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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Helmus, Todd C.
Enlisting Madison Avenue.
Santa Monica, CA : RAND Corp., 2007
(DLC) 2007028915
(OCoLC)156785004
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Todd C Helmus; Christopher Paul; Russell W Glenn
ISBN: 9780833042750 0833042750 1281181153 9781281181152
OCLC Number: 183678513
Notes: "Prepared for the United States Joint Forces Command."
Reproduction Notes: Electronic reproduction. [S.l.] : HathiTrust Digital Library, 2010. MiAaHDL
Description: 1 online resource (xxvii, 211 pages) : illustrations
Details: 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.
Contents: What makes shaping so difficult? --
Applying marketing principles to shaping --
Shaping solutions based on recent operational experiences --
Summary of conclusions and recommendations.
Responsibility: Todd C. Helmus, Christopher Paul, Russell W. Glenn.

Abstract:

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.

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