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[null,"1.","Record Nr.",null,"UNINA9910219961103321"]
[null,null,"Autore",null,"Helmus Todd C"]
[null,null,"Titolo",null,"Enlisting Madison Avenue : the marketing approach to earning popular support in theaters of operation / / Todd C. Helmus, Christopher Paul, Russell W. Glenn"]
[null,null,"Pubbl/distr/stampa",null,"Santa Monica, CA, : RAND Corporation, 2007"]
[null,null,"ISBN",null,"1-281-18115-3"]
[{"$nulls":4},"9786611181154"]
[{"$nulls":4},"0-8330-4275-0"]
[null,null,"Edizione",null,"[1st ed.]"]
[null,null,"Descrizione fisica",null,"1 online resource (241 p.)"]
[null,null,"Disciplina",null,"355.4"]
[null,null,"Soggetti",null,"Military art and science"]
[{"$nulls":4},"War - Protection of civilians"]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]
[null,null,null,"Note generali","Description based upon print version of record."]
[null,null,null,"Nota di bibliografia","Includes bibliographical references (p. 189-211)."]
[null,null,"Nota di contenuto",null,"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"]
[null,null,null,"Sommario/riassunto","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"]