| Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation Contributor(s): Helmus, Todd C. (Author) |
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ISBN: 0833041568 ISBN-13: 9780833041562 Publisher: RAND Corporation OUR PRICE: $28.50 Product Type: Paperback - Other Formats Published: June 2007 Annotation: 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. |
| Additional Information |
| BISAC Categories: - Political Science | Public Affairs & Administration - History | Military - Strategy - Political Science | International Relations - General |
| Dewey: 355.4 |
| LCCN: 2007028915 |
| Physical Information: 0.59" H x 6.1" W x 8.9" (0.82 lbs) 240 pages |