COIN and other stability operations are central to the current operational environment and are likely to remain so in the future. These operations demand a unique focus on shaping indigenous audiences. Virtually every action, message, and decision of a force shapes the opinions of an indigenous population. Creating a unified message is key in this regard, as the words and deeds of coalition forces must be synchronized to the greatest extent possible. U.S. force actions help set conditions for establishing credibility and fostering positive attitudes among the indigenous population, which, in turn, enable effective and persuasive communication. We have identified commercial marketing practices that can assist the U.S. military in its COIN shaping endeavors. We have also drawn on the insights of U.S. military personnel and past operational experiences....
The Marketing Approach to Earning Popular Support in Theaters of Operation
Bookmarks