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Applying Madison Avenue Principles and Recent Operational Experience to Counterinsurgency and Stability Operations
Publication Date: January 2007
Publisher(s): RAND Corporation
Author(s): Russell W. Glenn; Christopher Paul; Todd C. Helmus
Funder(s): RAND Corporation
Funder(s): RAND Corporation
Topic: Business (Markets, marketing, and merchandising)
Military and defense (Military planning, strategy, and operations)
Abstract:
This research brief summarizes a study that examined successes from the commercial marketing industry and how those lessons might assist U.S. and coalition forces to improve shaping campaigns during stability operations.