Naval Strategy

Modern marketing and advertising deeply influence the way we in which perceive the world and define our identity. Yet many of today's marketing and advertising practices are themselves products of earlier times. The development of brands, of advertising techniques and modern retailing are all associated with economic and business development of earlier periods. This collection of essays considers the emergence of modern marketing by examining product differentiation and brand creation, distribution and retailing strategies as well as advertising in a range of case studies covering the United States, Continental Europe and the United Kingdom. It highlights important innovations in marketing whilst underlining some surprising continuities, and is a valuable reference for undergraduate and postgraduate students of marketing and advertising.

This new handbook provides a comprehensive overview of the issues facing naval strategy and security in the twenty-first century. Featuring contributions from some of the world’s premier researchers and practitioners in the field of naval strategy and security, this handbook covers naval security issues in diverse regions of the world, from the Indian Ocean and the Mediterranean to the Arctic and the piracy-prone waters off East Africa’s coast. It outlines major policy challenges arising from competing claims, transnational organized crime and maritime terrorism, and details national and alliance reactions to these problems. While this volume provides detailed analyses on operational, judicial, and legislative consequences that contemporary maritime security threats pose, it also places a specific emphasis on naval strategy. With a public very much focused on the softer constabulary roles naval forces play (such as humanitarian assistance, disaster relief, naval diplomacy, maintenance of good order at sea), the overarching hard-power role of navies has been pushed into the background. In fact, navies and seapower have been notably absent from many recent academic discussions and deliberations of maritime security. This handbook provides a much-desired addition to the literature for researchers and analysts in the social sciences on the relationship between security policy and military means on, under, and from the sea. It comprehensively explains the state of naval security in this maritime century and the role of naval forces in it. This book will be of much interest to students of naval security and naval strategy, security studies and IR, as well as practitioners in the field.

A Brief Guide to Maritime Strategy is a deliberately compact introductory work aimed at junior seafarers, those who make decisions affecting the sea services, and those who educate seafarers and decision-makers. It introduces readers to the main theoretical ideas that shape how statesmen and commanders make and execute maritime strategy in times of peace and war. Following in the spirit of Bernard Brodie's Layman's Guide to Naval Strategy, a World War II-era book whose title makes its purpose plain, it will be a companion volume to such works as Geoffrey Till's Seapower and Wayne Hughes's Fleet Tactics and Coastal Combat, the classic treatise that explains how to handle navies in fleet actions. It takes the mystery out of maritime strategy, which should not be an arcane art for practitioners or policy-makers, and will help the next generation think about strategy.

This book examines US naval strategy and the role of American seapower over three decades, from the late 20th century to the early 21st century. This study uses the concept of seapower as a framework to explain the military and political application of sea power and naval force for the United States of America. It addresses the context in which strategy, and in particular US naval strategy and naval power, evolves and how US naval strategy was developed and framed in the international and national security contexts. It explains what drove and what constrained US naval strategy and examines selected instances where American sea power was directed in support of US defense and security policy ends – and whether that could be tied to what a given strategy proposed. The work utilizes naval capstone documents in the framework of broader maritime conceptual and geopolitical thinking, and discusses whether these documents had lasting influences in the strategic mind-set, the force structure, and other areas of American sea power. Overall, this work provides a deeper understanding of the crafting of US naval strategy since the final decade of the Cold War, its contextual and structural framework setting, and its application. To that end, the work bridges the gap between the thinking of American naval officers and planners on the one hand and academic analyses of Navy strategy on the other hand. It also presents the trends in the use of naval force for foreign policy objectives and into strategy-making in the American policy context. This book will be of much interest to students of naval power, maritime strategy, US national security and international relations in general.

Some Principles of Maritime Strategy is a book by Julian Stafford Corbett. It delves into maritime theory of war and naval strategy with actual examples throughout history.

Alfred Thayer Mahan has been called America’s nineteenth-century ‘evangelist of sea power’ and the intellectual father of the modern US Navy. His theories have a timeless appeal, and Chinese analysts now routinely invoke Mahan’s writings, exhorting their nation to build a powerful navy. Economics is the prime motivation for maritime reorientation, and securing the sea lanes that convey foreign energy supplies and other commodities now ranks near or at the top of China’s list of military priorities. This book is the first systematic effort to test the interplay between Western military thought and Chinese strategic traditions vis-à-vis the nautical arena. It uncovers some universal axioms about how theories of sea power influence the behaviour of great powers and examines how Mahanian thought could shape China’s encounters on the high seas. Empirical analysis adds a new dimension to the current debate over China’s ‘rise’ and its importance for international relations. The findings also clarify the possible implications of China’s maritime rise for the United States, and illuminate how the two powers can manage their bilateral interactions on the high seas. Chinese Naval Strategy in the 21st Century will be of much interest to students of naval history, Chinese politics and security studies.