Enlisting Madison Avenue

The Marketing Approach to Earning Popular Support in Theaters of Operation

Nonfiction, History, Military, Strategy, Social & Cultural Studies, Political Science, International, International Relations
Cover of the book Enlisting Madison Avenue by Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn, RAND Corporation
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn ISBN: 9780833042750
Publisher: RAND Corporation Publication: July 17, 2007
Imprint: RAND Corporation Language: English
Author: Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn
ISBN: 9780833042750
Publisher: RAND Corporation
Publication: July 17, 2007
Imprint: RAND Corporation
Language: English

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, 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 to 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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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, 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 to 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.

More books from RAND Corporation

Cover of the book Toward a Culture of Consequences by Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn
Cover of the book Sustaining Key Skills in the UK Military Aircraft Industry by Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn
Cover of the book Selected International Best Practices in Police Performance Measurement by Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn
Cover of the book The U.S. Army in Asia, 2030–2040 by Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn
Cover of the book The Outlook for Arab Gulf Cooperation by Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn
Cover of the book Promoting Online Voices for Countering Violent Extremism by Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn
Cover of the book Interpreting China's Grand Strategy by Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn
Cover of the book An Assessment of the U.S. Environmental Protection Agency's National Environmental Performance Track Program by Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn
Cover of the book Today's Police and Sheriff Recruits by Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn
Cover of the book Fostering Innovation in Community and Institutional Corrections by Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn
Cover of the book Promoting Psychological Resilience in the U.S. Military by Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn
Cover of the book The Evolving Role of Emergency Departments in the United States by Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn
Cover of the book An Economic Analysis of the Financial Records of al-Qa'ida in Iraq by Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn
Cover of the book Green Warriors by Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn
Cover of the book Hours of Opportunity, Volume 1 by Todd C. Helmus, Christopher Paul, Russell W. Glenn, Russell W. Glenn
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy