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010   $a9786611181154
010   $a0-8330-4275-0
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100   $a20070713d2007      uy         0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aEnlisting Madison Avenue $ethe marketing approach to earning popular support in theaters of operation /$fTodd C. Helmus, Christopher Paul, Russell W. Glenn
205   $a1st ed.
210   $aSanta Monica, CA $cRAND Corporation$d2007
215   $a1 online resource (241 p.)
300   $aDescription based upon print version of record.
311   $a0-8330-4156-8 
320   $aIncludes bibliographical references (p. 189-211).
327   $aCover; 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
330   $aVirtually 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
606   $aMilitary art and science
606   $aWar$xProtection of civilians
615  0$aMilitary art and science.
615  0$aWar$xProtection of civilians.
676   $a355.4
700   $aHelmus$b Todd C$0905750
701   $aPaul$b Christopher$f1971-$0904747
701   $aGlenn$b Russell W$0905751
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910219961103321
996   $aEnlisting Madison Avenue$92025933
997   $aUNINA