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

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9780833041562: Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation
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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.

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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).

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