Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation - Softcover

Todd C. Helmus; Christopher Paul; Russell W. Glenn

Softcover

ISBN 10: 0833041568 ISBN 13: 9780833041562

Publisher: RAND Corporation, 2007

Synopsis

Enlisting Madison Avenue extracts lessons from business practices and adapts them to U.S. military efforts in a unique approach to shaping the attitudes and behavior of local populations in a theater of operations. 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.

About this title

From the Inside Flap:

Enlisting Madison Avenue extracts lessons from business marketing practices and adapts them to U.S. military operations in a unique approach that will potentially maximize the impact and improve the outcome of civilian-focused influence efforts.

About the Author:

CHRISTOPHER PAUL is a social scientist working out of RAND's Pittsburgh office. He received his Ph.D. in sociology from UCLA in 2001. His current research interests include military influence operations, integration of air and naval forces, simulation training, press-military relations, counterterrorism, and military operations on urban terrain. He is the author of Information Operations (Praeger Security International, 2008).

About this edition

• Publisher: RAND Corporation
• Publication date: 2007
• ISBN 10: 0833041568
• ISBN 13: 9780833041562
• Binding: Paperback
• Number of pages: 240