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Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation

Christopher Paul, Todd C. Helmus, Russell W. Glenn, Russell W. Glenn




[PDF.xn61] Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation

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 | #3265430 in eBooks |  2007-07-17 |  2007-07-17 | File type: PDF

|| |The authors suggest that the military could create more support for its operations, and thereby achieve greater success in conflicts like those in Iraq and Afghanistan, if it updated its 'brand' identity using models such as Apple, Lexus, and Starbucks. For in

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 ...

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