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

Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation 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 maxi-mize the impact and improve the outcome of U.S. shaping efforts. Enlisting Madison Avenue also offers insights based on previous operational endeavors to provide a much-expanded blueprint for shaping target audiences.