Enlisting Madison Avenue: the marketing approach to earning popular support in theaters of operation
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Santa Monica, CA
RAND Corp.
2007
|
| Schlagworte: | |
| Online-Zugang: | FAW01 FAW02 Volltext |
| Beschreibung: | "Prepared for the United States Joint Forces Command.". - 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 Includes bibliographical references (p. 189-211) What makes shaping so difficult? -- Applying marketing principles to shaping -- Shaping solutions based on recent operational experiences -- Summary of conclusions and recommendations 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 |
| Beschreibung: | 1 Online-Ressource (xxvii, 211 p.) |
| ISBN: | 0833042750 9780833042750 |
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| 500 | |a 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 | ||
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Datensatz im Suchindex
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| any_adam_object | |
| author | Helmus, Todd C. |
| author_facet | Helmus, Todd C. |
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| dewey-ones | 355 - Military science |
| dewey-raw | 355.4 |
| dewey-search | 355.4 |
| dewey-sort | 3355.4 |
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| discipline | Militärwissenschaft |
| format | Electronic eBook |
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| indexdate | 2024-07-10T07:19:24Z |
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| isbn | 0833042750 9780833042750 |
| language | English |
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| spelling | Helmus, Todd C. Verfasser aut Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation Todd C. Helmus, Christopher Paul, Russell W. Glenn Santa Monica, CA RAND Corp. 2007 1 Online-Ressource (xxvii, 211 p.) txt rdacontent c rdamedia cr rdacarrier "Prepared for the United States Joint Forces Command.". - 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 Includes bibliographical references (p. 189-211) What makes shaping so difficult? -- Applying marketing principles to shaping -- Shaping solutions based on recent operational experiences -- Summary of conclusions and recommendations 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 HISTORY / Military / Strategy bisacsh Psychologische Kriegführung swd Kriegführung swd Informationsvermittlung swd POLITICAL SCIENCE / International Relations / General bisacsh Military art and science fast War / Protection of civilians fast Psychologische Kriegführung gnd Kriegführung gnd Informationsvermittlung gnd Military art and science War Protection of civilians Kriegführung (DE-588)4073817-6 gnd rswk-swf Informationsvermittlung (DE-588)4161680-7 gnd rswk-swf Psychologische Kriegführung (DE-588)4047710-1 gnd rswk-swf Kriegführung (DE-588)4073817-6 s Informationsvermittlung (DE-588)4161680-7 s 1\p DE-604 Psychologische Kriegführung (DE-588)4047710-1 s 2\p DE-604 Paul, Christopher Sonstige oth Glenn, Russell W. Sonstige oth Erscheint auch als Druck-Ausgabe, Paperback 0-8330-4156-8 Erscheint auch als Druck-Ausgabe, Paperback 978-0-8330-4156-2 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=213910 Aggregator Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Helmus, Todd C. Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation HISTORY / Military / Strategy bisacsh Psychologische Kriegführung swd Kriegführung swd Informationsvermittlung swd POLITICAL SCIENCE / International Relations / General bisacsh Military art and science fast War / Protection of civilians fast Psychologische Kriegführung gnd Kriegführung gnd Informationsvermittlung gnd Military art and science War Protection of civilians Kriegführung (DE-588)4073817-6 gnd Informationsvermittlung (DE-588)4161680-7 gnd Psychologische Kriegführung (DE-588)4047710-1 gnd |
| subject_GND | (DE-588)4073817-6 (DE-588)4161680-7 (DE-588)4047710-1 |
| title | Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation |
| title_auth | Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation |
| title_exact_search | Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation |
| title_full | Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation Todd C. Helmus, Christopher Paul, Russell W. Glenn |
| title_fullStr | Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation Todd C. Helmus, Christopher Paul, Russell W. Glenn |
| title_full_unstemmed | Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation Todd C. Helmus, Christopher Paul, Russell W. Glenn |
| title_short | Enlisting Madison Avenue |
| title_sort | enlisting madison avenue the marketing approach to earning popular support in theaters of operation |
| title_sub | the marketing approach to earning popular support in theaters of operation |
| topic | HISTORY / Military / Strategy bisacsh Psychologische Kriegführung swd Kriegführung swd Informationsvermittlung swd POLITICAL SCIENCE / International Relations / General bisacsh Military art and science fast War / Protection of civilians fast Psychologische Kriegführung gnd Kriegführung gnd Informationsvermittlung gnd Military art and science War Protection of civilians Kriegführung (DE-588)4073817-6 gnd Informationsvermittlung (DE-588)4161680-7 gnd Psychologische Kriegführung (DE-588)4047710-1 gnd |
| topic_facet | HISTORY / Military / Strategy Psychologische Kriegführung Kriegführung Informationsvermittlung POLITICAL SCIENCE / International Relations / General Military art and science War / Protection of civilians War Protection of civilians |
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