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

By: (Author) Christopher Paul , (Author) Russell W Glenn , (Author) Todd C Helmus

Extended Catalogue

Ksh 4,000.00

Format: Paperback / Softback

ISBN-10: 0833041568

ISBN-13: 9780833041562

Publisher: RAND

Imprint: RAND

Country of Manufacture: GB

Country of Publication: GB

Publication Date: Jun 15th, 2007

Print length: 240 Pages

Weight: 385 grams

Dimensions (height x width x thickness): 23.10 x 15.40 x 1.50 cms

Product Classification: War & defence operations

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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.

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