Coverart for item
The Resource Enlisting Madison Avenue : the marketing approach to earning popular support in theaters of operation, Todd C. Helmus, Christopher Paul, Russell W. Glenn

Enlisting Madison Avenue : the marketing approach to earning popular support in theaters of operation, Todd C. Helmus, Christopher Paul, Russell W. Glenn

Label
Enlisting Madison Avenue : the marketing approach to earning popular support in theaters of operation
Title
Enlisting Madison Avenue
Title remainder
the marketing approach to earning popular support in theaters of operation
Statement of responsibility
Todd C. Helmus, Christopher Paul, Russell W. Glenn
Creator
Contributor
Subject
Genre
Language
eng
Summary
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
Action
digitized
Cataloging source
N$T
http://library.link/vocab/creatorName
Helmus, Todd C
Dewey number
355.4
Illustrations
illustrations
Index
no index present
LC call number
U27
LC item number
.H45 2007eb
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1971-
http://library.link/vocab/relatedWorkOrContributorName
  • Paul, Christopher
  • Glenn, Russell W
http://library.link/vocab/subjectName
  • Military art and science
  • War
  • HISTORY
  • POLITICAL SCIENCE
  • Military art and science
  • War
  • Psychologische Kriegführung
  • Kriegführung
  • Informationsvermittlung
  • Electronic books
Label
Enlisting Madison Avenue : the marketing approach to earning popular support in theaters of operation, Todd C. Helmus, Christopher Paul, Russell W. Glenn
Link
Instantiates
Publication
Note
"Prepared for the United States Joint Forces Command."
Antecedent source
unknown
Bibliography note
Includes bibliographical references (pages 189-211)
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
What makes shaping so difficult? -- Applying marketing principles to shaping -- Shaping solutions based on recent operational experiences -- Summary of conclusions and recommendations
Control code
ocn183678513
Dimensions
unknown
Extent
1 online resource (xxvii, 211 pages)
File format
unknown
Form of item
online
Isbn
9780833042750
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations
Quality assurance targets
not applicable
Reformatting quality
unknown
Reproduction note
Electronic reproduction.
Sound
unknown sound
Specific material designation
remote
Stock number
22573/cttp3md
System control number
  • (Sirsi) o183678513
  • (OCoLC)183678513
System details
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.
Label
Enlisting Madison Avenue : the marketing approach to earning popular support in theaters of operation, Todd C. Helmus, Christopher Paul, Russell W. Glenn
Link
Publication
Note
"Prepared for the United States Joint Forces Command."
Antecedent source
unknown
Bibliography note
Includes bibliographical references (pages 189-211)
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
What makes shaping so difficult? -- Applying marketing principles to shaping -- Shaping solutions based on recent operational experiences -- Summary of conclusions and recommendations
Control code
ocn183678513
Dimensions
unknown
Extent
1 online resource (xxvii, 211 pages)
File format
unknown
Form of item
online
Isbn
9780833042750
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations
Quality assurance targets
not applicable
Reformatting quality
unknown
Reproduction note
Electronic reproduction.
Sound
unknown sound
Specific material designation
remote
Stock number
22573/cttp3md
System control number
  • (Sirsi) o183678513
  • (OCoLC)183678513
System details
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.

Library Locations

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