Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation
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. Themes of U.S. goodwill mean little if its actions convey o...
| Main Author: | |
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| Other Authors: | , |
| Format: | eBook |
| Language: | Inglés |
| Published: |
Santa Monica, CA :
RAND Corporation
2007.
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| Edition: | 1st ed |
| Subjects: | |
| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009427833606719 |
| 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. Themes 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, i |
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| Item Description: | Description based upon print version of record. |
| Physical Description: | 1 online resource (241 p.) |
| Bibliography: | Includes bibliographical references (p. 189-211). |
| ISBN: | 9781281181152 9786611181154 9780833042750 |
