Applying Madison Avenue Principles and Recent Operational Experience to Counterinsurgency and Stability Operations


Publication Date: January 2007

Publisher: RAND Corporation

Author(s): Russell W. Glenn; Christopher Paul; Todd C. Helmus

Research Area: Business; Military and defense

Type:

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.