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

• Main Author: Helmus, Todd C. (auth)
• Other Authors: Paul, Christopher (auth), Glenn, Russell W. (auth)
• Format: Electronic Book Chapter
• Language: English
• Published: RAND Corporation 2007
• Subjects: Defence strategy, planning & research; International relations; Political Science; History
• Online Access: DOAB: download the publication; DOAB: description of the publication

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...