enlisting madison avenue the marketing approach to earning popular support in theaters of operation

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Enlisting Madison Avenue

Author : Todd C. Helmus
ISBN : 9780833042750
Genre : Study Aids
File Size : 21. 5 MB
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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, international audience. Enlisting Madison Avenue extracts lessons from these business practices and adapts them to U.S. military efforts, developing a unique approach to shaping that has the potential to improve military-civilian relations, the accuracy of media coverage of operations, communication of U.S. and coalition objectives, and the reputation of U.S. forces in theater and internationally. 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.

Free Expression Globalism And The New Strategic Communication

Author : Monroe E. Price
ISBN : 9781107072510
Genre : Political Science
File Size : 81. 9 MB
Format : PDF
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This book exposes the anxieties of loss of control and missed opportunities for freedom of expression resulting from changes in technologies and geopolitics.

Strategic Communication

Author : Christopher Paul
ISBN : 9780313386404
Genre : Political Science
File Size : 42. 77 MB
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This volume in the Contemporary Military, Strategic, and Security Issues series presents a concise introduction to the evolution, key concepts, discourse, and future options for improved strategic communication in today's U.S. government. * Key document excerpts from legislation, proposed legislation, doctrine, reform proposals, and policy documents * A glossary of terms * An annotated bibliography of proposals and recommendations for strategic communication/public diplomacy reform

Guerrilla Marketing

Author : Alexander L. Fattal
ISBN : 9780226590646
Genre : Colombia
File Size : 56. 93 MB
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"This work looks into the Colombian government's efforts to demobilize rebel FARC fighters and transform them into the entrepreneurial subjects and consumer citizens. Anthropologist Alexander Fattal shows how the market has become one of the principal grounds on which counterinsurgency warfare is waged in Colombia."--Supplied by publisher.

Strategic Studies Quarterly

Author :
ISBN : STANFORD:36105133479878
Genre : Strategy
File Size : 68. 33 MB
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Government Executive

Author :
ISBN : UOM:39015078322982
Genre : United States
File Size : 53. 39 MB
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Social Science For Counterterrorism

Author : Paul K. Davis
ISBN : 083304706X
File Size : 46. 75 MB
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This monograph surveys and integrates scholarly social-science literature relevant to counterterrorism. It draws from numerous disciplines and then uses high-level conceptual models to pull the pieces together regarding root causes, individual radicalization, public support, and the ways in which terrorism fades. It identifies points of agreement and disagreement and discusses the consequences of different contexts and perspectives.

Influence Warfare

Author : James J. F. Forest
ISBN : 031334731X
Genre : History
File Size : 34. 75 MB
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This important work, edited by an expert on terrorism, focuses on the 21st-century struggle for strategic influence and ways in which states can neutralize the role of new media in spreading terrorist propaganda.

Ten Years On

Author : United States. Congress. House. Committee on Armed Services. Subcommittee on Emerging Threats and Capabilities
ISBN : MINN:31951D03405543C
Genre : Communication policy
File Size : 77. 6 MB
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Blowing Up The Brand

Author : Melissa Aronczyk
ISBN : STANFORD:36105134465009
Genre : Business & Economics
File Size : 82. 25 MB
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This edited volume seeks to redress the lack of scholarly work that takes promotion seriously as a form of social, cultural, political, and economic exchange. It unpacks the vernacular, the institutional structures, and the practices and performances that make up promotional culture in everyday life, offering diverse critical perspectives on how, as citizens, consumers, and users, we absorb, navigate, confront, and resist its influence. Contributions from both renowned scholars and emerging intellectuals make this book a timely and valuable contribution to the fields of media and communication studies, political science, cultural studies, sociology, and anthropology. "Melissa Aronczyk and Devon Powers have compiled a cutting-edge volume that impressively combines the work of established and rising scholars who address the power and scope of branding in our increasingly marketing-oriented culture. Its insights about the role of promotion and branding in such sectors of life as politics, art, activism, social networking, medicine, geography, academia, ethnicity, and the media make this an exciting book that is a must-read for those interested in critical-consumer studies and promotional culture."---Matthew. P. McAllister, Penn State University "In a world where seemingly everything---products, people, politics---is branded, Blowing Up the Brand is a welcome intervention. Bringing together many of the finest minds studying the subject, the editors have assembled a singularly useful guide for navigating---and challenging---the current state of ubiquitous commodification."---Stephen Duncombe, New York University; Author of Dream: Re-imagining Progressive Politics in an Age of Fantasy

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