RAND Corporation
Enlisting Madison Avenue (English, Todd C. Helmus | Christopher Paul | Russell W. Glenn)
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Product Description
About the Book
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.
ISBN: 9780833041562
Book Specifications
| ISBN-13 | 9780833041562 |
| ISBN-10 | 0833041568 |
| Publisher | RAND Corporation |
| Category | RAND Corporation |
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