| Description |
1 online resource (xxvii, 211 pages) : illustrations |
|
data file |
| Physical Medium |
polychrome |
| Note |
"Prepared for the United States Joint Forces Command." |
| Bibliography |
Includes bibliographical references (pages 189-211). |
| Contents |
What makes shaping so difficult? -- Applying marketing principles to shaping -- Shaping solutions based on recent operational experiences -- Summary of conclusions and recommendations. |
| Summary |
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. |
| Access |
Use copy Restrictions unspecified MiAaHDL |
| Reproduction |
Electronic reproduction. [Place of publication not identified] : HathiTrust Digital Library, 2010. MiAaHDL |
| System Details |
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. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL |
| Processing Action |
digitized 2010 HathiTrust Digital Library committed to preserve MiAaHDL |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
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JSTOR Books at JSTOR Open Access |
| Language |
English. |
| Subject |
Military art and science.
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Military art and science. |
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War -- Protection of civilians.
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War -- Protection of civilians. |
| Genre/Form |
Electronic books.
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| Added Author |
Paul, Christopher, 1971-
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Glenn, Russell W.
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| Other Form: |
Print version: Helmus, Todd C. Enlisting Madison Avenue. Santa Monica, CA : RAND Corp., 2007 9780833041562 0833041568 (DLC) 2007028915 (OCoLC)156785004 |
| ISBN |
9780833042750 (electronic book) |
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0833042750 (electronic book) |
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1281181153 |
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9781281181152 |
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9786611181154 |
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6611181156 |
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9780833041562 (paperback ; alkaline paper) |
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0833041568 (paperback ; alkaline paper) |
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