Enlisting Madison Avenue

Enlisting Madison Avenue

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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.... a€œPeople Make the City, a€ Executive Summary: Joint Urban Operations Observations and Insights from Afghanistan and Iraq, Santa ... Charles M. (Mark), U.S. Marine Corps, Commanding Officer, Regimental Combat Team 8, interview with Russell W. Glenn, Fallujah, Iraq, July 13, 2005. a€œHamas Launches TV Station in Gaza, a€ Associated Press, January 10, 2006. ... Army, Information Operations: Doctrine, Tactics, Techniques, and Procedures, Washington, D.C., Army Field Manual 3-13, anbsp;...

Title:Enlisting Madison Avenue
Author: Todd C. Helmus, Christopher Paul, Russell W. Glenn
Publisher:Rand Corporation - 2007

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