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

• Autore: Helmus Todd C
• Pubblicazione: Santa Monica, CA, : RAND Corporation, 2007
• Edizione: 1st ed.
• Descrizione fisica: 1 online resource (241 p.)
• Disciplina: 355.4
• Soggetto topico: Military art and science; War - Protection of civilians
• Altri autori: PaulChristopher <1971-> GlennRussell W
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references (p. 189-211).
• Nota di contenuto: 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
• 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
• Titolo autorizzato: Enlisting Madison Avenue
• ISBN: 1-281-18115-3; 9786611181154; 0-8330-4275-0
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910219961103321
• Lo trovi qui: Univ. Federico II