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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...

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Main Author: Helmus, Todd C.
Other Authors: Paul, Christopher, 1971-, Glenn, Russell W.
Format: eBook
Language: English
Published: Santa Monica, CA : Rand Corp., 2007.
Online Access:
Related Items: Print version:: Enlisting Madison Avenue.
Table of Contents:
  • What makes shaping so difficult?
  • Applying marketing principles to shaping
  • Shaping solutions based on recent operational experiences
  • Summary of conclusions and recommendations.