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Enlisting Madison Avenue

Author: Todd C. Helmus
Publisher: Rand Corporation
ISBN: 0833042750
Size: 17.74 MB
Format: PDF, Docs
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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.

Strategic Communication

Author: Christopher Paul
Publisher: ABC-CLIO
ISBN: 0313386404
Size: 76.55 MB
Format: PDF, Mobi
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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
Publisher: University of Chicago Press
ISBN: 022659078X
Size: 43.72 MB
Format: PDF
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Brand warfare is real. Guerrilla Marketing details the Colombian government’s efforts to transform Marxist guerrilla fighters in the FARC into consumer citizens. Alexander L. Fattal shows how the market has become one of the principal grounds on which counterinsurgency warfare is waged and postconflict futures are imagined in Colombia. This layered case study illuminates a larger phenomenon: the convergence of marketing and militarism in the twenty-first century. Taking a global view of information warfare, Guerrilla Marketing combines archival research and extensive fieldwork not just with the Colombian Ministry of Defense and former rebel communities, but also with political exiles in Sweden and peace negotiators in Havana. Throughout, Fattal deftly intertwines insights into the modern surveillance state, peace and conflict studies, and humanitarian interventions, on one hand, with critical engagements with marketing, consumer culture, and late capitalism on the other. The result is a powerful analysis of the intersection of conflict and consumerism in a world where governance is increasingly structured by brand ideology and wars sold as humanitarian interventions. Full of rich, unforgettable ethnographic stories, Guerrilla Marketing is a stunning and troubling analysis of the mediation of global conflict.

Information Operations

Author: Christopher Paul
Publisher: Praeger Security International Reference
ISBN: 9780275995911
Size: 75.57 MB
Format: PDF
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A no-nonsense treatment of information operations, this handbook makes clear what does and does not fall under information operations, how the military plans and executes such efforts, and what the role of IO ought to be in the war of ideas. Paul provides detailed accounts of the doctrine and practice of the five core information operations capabilities (psychological operations, military deception, operations security, electronic warfare, and computer network operations) and the three related capabilities (public affairs, civil-military operations, and military support to public diplomacy). The discussion of each capability includes historical examples, explanations of tools and forces available, and current challenges faced by that community. An appendix of selected excerpts from military doctrine ties the work firmly to the military theory behind information operations. Paul argues that contemporary IO's mixing of capabilities focused on information content with those focused on information systems conflates apples with the apple carts. This important study concludes that information operations would be better poised to contribute to the war of ideas if IO were reorganized, separating content capabilities from systems capabilities and separating the employment of black (deceptive or falsely attributed) information from white (wholly truthful and correctly attributed) information.

Foundations Of Effective Influence Operations

Author:
Publisher: Rand Corporation
ISBN: 9780833044044
Size: 24.74 MB
Format: PDF
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The authors aim to assist the U.S. Army in understanding "influence operations," capabilities that may allow the United States to effectively influence the attitudes and behavior of particular foreign audiences while minimizing or avoiding combat. The book identifies approaches, methodologies, and tools that may be useful in planning, executing, and assessing influence operations.

Is There Hope For Uncle Sam

Author: Jan Nederveen Pieterse
Publisher:
ISBN: 9781848130234
Size: 42.14 MB
Format: PDF, Kindle
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For over a century now, America has dominated global politics and the global imagination. Yet as the dollar declines, inequality increases, rates of consumption are unprecedented and American unilateralism comes under fire, such hegemony is increasingly unsustainable. In this provocative new book, leading sociologist Jan Nederveen Pieterse asks whether it’s possible for America to chart a different course. In this book, he argues that correcting the course of decline would mean taking drastic steps. Only a reinvention of New Deal politics could address social inequality, while repositioning itself in world politics would mean adopting genuine multilateralism.