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...
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| Other Authors: | , |
| Format: | eBook |
| Language: | Inglés |
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Santa Monica, CA :
RAND Corporation
2007.
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| Edition: | 1st ed |
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| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009427833606719 |
Table of Contents:
- Cover; Preface; Contents; Figures; Tables; Summary; Acknowledgments; Abbreviations; Chapter One - Introduction; Chapter Two - What Makes Shaping So Difficult?; Chapter Three - Applying Marketing Principles to Shaping; Chapter Four - Shaping Solutions Based on Recent Operational Experiences; Chapter Five - Summary of Conclusions and Recommendations; Appendix; Bibliography
