Enlisting Madison Avenue
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 o...
में बचाया:
| मुख्य लेखकों: | , , |
|---|---|
| स्वरूप: | Online |
| भाषा: | अंग्रेज़ी |
| प्रकाशित: |
RAND Corporation
2023
|
| विषय: | |
| ऑनलाइन पहुंच: | ONIX_20231005_9780833042750_450 |
| टैग: |
कोई टैग नहीं, इस रिकॉर्ड को टैग करने वाले पहले व्यक्ति बनें!
|
| _version_ | 1869515837671473152 |
|---|---|
| author | Helmus, Todd C. Paul, Christopher Glenn, Russell W. |
| author_browse | Glenn, Russell W. Helmus, Todd C. Paul, Christopher |
| author_facet | Helmus, Todd C. Paul, Christopher Glenn, Russell W. |
| author_sort | Helmus, Todd C. |
| collection | Directory of Open Access Books |
| description | 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. |
| format | Online |
| id | doab-20.500.12854ir-114676 |
| institution | Directory of Open Access Books |
| language | eng |
| publishDate | 2023 |
| publishDateRange | 2023 |
| publishDateSort | 2023 |
| publisher | RAND Corporation |
| publisherStr | RAND Corporation |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1146762024-03-29T19:31:00Z Enlisting Madison Avenue Helmus, Todd C. Paul, Christopher Glenn, Russell W. Political Science History thema EDItEUR::J Society and Social Sciences::JW Warfare and defence::JWK Military and defence strategy thema EDItEUR::J Society and Social Sciences::JP Politics and government::JPS International relations 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. 2023-10-05T10:12:10Z 2023-10-05T10:12:10Z 2007 book ONIX_20231005_9780833042750_450 9780833042750 9780833041562 https://directory.doabooks.org/handle/20.500.12854/114676 eng image/jpeg n/a https://www.jstor.org/stable/10.7249/MG607JFCOM RAND Corporation 10.7249/MG607JFCOM 10.7249/MG607JFCOM 47ac0b54-b121-491c-a9c8-5ca6776e27cb 9780833042750 9780833041562 open access |
| spellingShingle | Political Science History thema EDItEUR::J Society and Social Sciences::JW Warfare and defence::JWK Military and defence strategy thema EDItEUR::J Society and Social Sciences::JP Politics and government::JPS International relations Helmus, Todd C. Paul, Christopher Glenn, Russell W. Enlisting Madison Avenue |
| title | Enlisting Madison Avenue |
| title_full | Enlisting Madison Avenue |
| title_fullStr | Enlisting Madison Avenue |
| title_full_unstemmed | Enlisting Madison Avenue |
| title_short | Enlisting Madison Avenue |
| title_sort | enlisting madison avenue |
| topic | Political Science History thema EDItEUR::J Society and Social Sciences::JW Warfare and defence::JWK Military and defence strategy thema EDItEUR::J Society and Social Sciences::JP Politics and government::JPS International relations |
| topic_facet | Political Science History thema EDItEUR::J Society and Social Sciences::JW Warfare and defence::JWK Military and defence strategy thema EDItEUR::J Society and Social Sciences::JP Politics and government::JPS International relations |
| url | ONIX_20231005_9780833042750_450 |
| work_keys_str_mv | AT helmustoddc enlistingmadisonavenue AT paulchristopher enlistingmadisonavenue AT glennrussellw enlistingmadisonavenue |