Enlisting Madison Avenue : the marketing approach to earning popular support in theaters of operation /
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 ot...
| Основен автор: | Helmus, Todd C. |
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| Други автори: | Paul, Christopher, 1971-, Glenn, Russell W. |
| Формат: | Електронна книга |
| Език: | English |
| Публикувано: |
Santa Monica, CA :
Rand Corp.,
2007.
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| Предмети: | |
| Онлайн достъп: |
http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=213910 |
| Подобни документи: |
Print version::
Enlisting Madison Avenue. |
| Резюме: |
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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| Описание на библ. документ: |
"Prepared for the United States Joint Forces Command." |
| Физически характеристики: |
1 online resource (xxvii, 211 pages) : illustrations |
| Формат: |
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. |
| Библиография: |
Includes bibliographical references (pages 189-211). |
| ISBN: |
9780833042750 0833042750 1281181153 9781281181152 |