Enlisting Madison Avenue (English, Todd C. Helmus | Christopher Paul | Russell W. Glenn)
by Todd C. Helmus | Christopher Paul | Russell W. Glenn
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Book Details
Publisher
RAND Corporation
Language
English
ISBN-13
9780833041562
ISBN-10
0833041568
Author
Todd C. Helmus | Christopher Paul | Russell W. Glenn
About the Book
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.
ISBN: 9780833041562
ISBN-13: 9780833041562
ISBN-10: 0833041568
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Product ID: isbn-9780833041562
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