Enlisting Madison Avenue
By Todd C. Helmus, Christopher Paul & Russell W. Glenn
- Release Date: 2007-07-16
- Genre: Politics & Current Events
Description
In extracting lessons from business practices and adapting them to U.S. military efforts, the authors propose 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.
