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| bridge the gap marketing: Marketing 2.0 Bernie Borges, 2009 Today's buyers want to be engaged differently than in years past, and many traditional marketing tactics simply do not work anymore. Social media marketing is a revolutionary way to build solid relationships with buyers long before first contact. Marketing 2.0 demonstrates through strategies, tactics, and real world examples that the greatest risk to businesses is NOT adopting these indispensable social media marketing techniques -- Cover. |
| bridge the gap marketing: The Brand Gap Marty Neumeier, 2006 Using the visual language of the boardroom, Marty Neumeier presents the first unified theory of branding - a set of five disciplines to help companies bridge the gap between brand strategy and brand execution. Those with a grasp of branding will be inspired by what they find here, and those who would like to understand it better will suddenly get it. |
| bridge the gap marketing: Bridge the Gap: Breakthrough Communication Tools to Transform Work Relationships From Challenging to Collaborative Katie McCleary, Jennifer Edwards, 2022-02-22 Tap the psychology of human connection to drive meaningful workplace communication Human beings are born to connect—but in today’s increasingly polarized world, we’re losing sight of the importance of building and maintaining professional relationships. And that’s bad for business. In Bridge the Gap, two prominent Fortune 500 coaches explore how your biology and biography define and refine your behavior in relationships where you struggle to connect. Focusing on personal responsibility and awareness, meta-cognition, and curiosity, they provide a reliable and replicable framework to enhance open communication. And they illuminate the inner workings of the human brain and mind, and how they impact the way you connect, communicate, and collaborate. Inside, you’ll find eye-opening techniques to help you: Master your biological reactions when pressure, stress, and anxiety hijack your efforts to connect Understand how you and others can better learn from and listen to each other Lead with curiosity in all your communication strategies and learn how to give authentic feedback Feel more comfortable working on diverse team and embrace all cultural backgrounds What makes this book different from others is that it focuses on the how rather than just the why of fostering better communication. And, whether you’re entry level staff or a C-Suite executive, these techniques can be applied at all levels and all capacities. Filled with practical exercises, colorful stories, and illustrative case studies, Bridge the Gap reveals how to harness the real and raw power of your mind to build solid workplace relationships in any situation. |
| bridge the gap marketing: ZAG Marty Neumeier, 2006-09-20 When everybody zigs, zag, says Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear whiteboard overview style of the author’s first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation. The author argues that in an extremely cluttered marketplace, traditional differentiation is no longer enough—today companies need “radical differentiation” to create lasting value for their shareholders and customers. In an entertaining 3-hour read you’ll learn: - why me-too brands are doomed to fail - how to read customer feedback on new products and messages - the 17 steps for designing “difference” into your brand - how to turn your brand’s “onliness” into a “trueline” to drive synergy - the secrets of naming products, services, and companies - the four deadly dangers faced by brand portfolios - how to “stretch” your brand without breaking it - how to succeed at all three stages of the competition cycle From the back cover: In an age of me-too products and instant communications, keeping up with the competition is no longer a winning strategy. Today you have to out-position, out-maneuver, and out-design the competition. The new rule? When everybody zigs, zag. In his first book, THE BRAND GAP, Neumeier showed companies how to bridge the distance between business strategy and design. In ZAG, he illustrates the number-one strategy of high-performance brands—radical differentiation. ZAG is an AIGA Design Press book, published under Peachpit's New Riders imprint in partnership with AIGA. For a quick peek inside ZAG, go to www.zagbook.com. |
| bridge the gap marketing: Research Anthology on Business and Technical Education in the Information Era Management Association, Information Resources, 2021-01-08 The Fourth Industrial Revolution has disrupted businesses worldwide through the introduction of highly automated processes. This disruption has affected the way in which companies conduct business, impacting everything from managerial styles to resource allocations to necessary new skillsets. As the business world continues to change and evolve, it is imperative that business education strategies are continuously revised and updated in order to adequately prepare students who will be entering the workforce as future entrepreneurs, executives, and marketers, among other careers. The Research Anthology on Business and Technical Education in the Information Era is a vital reference source that examines the latest scholarly material on pedagogical approaches in finance, management, marketing, international business, and other fields. It also explores the implementation of curriculum development and instructional design strategies for technical education. Highlighting a range of topics such as business process management, skill development, and educational models, this multi-volume book is ideally designed for business managers, business and technical educators, entrepreneurs, academicians, upper-level students, and researchers. |
| bridge the gap marketing: Handbook of Services Marketing and Management Teresa Swartz, Dawn Iacobucci, 2000 This is a comprehensive, practical and theoretical guide to the latest thinking in the foundations of services. The authors present contributions from the world''s leading experts on services marketing and management.' |
| bridge the gap marketing: Marketing Michael John Baker, 2001 |
| bridge the gap marketing: Business and Consumer Analytics: New Ideas Pablo Moscato, Natalie Jane de Vries, 2019-05-30 This two-volume handbook presents a collection of novel methodologies with applications and illustrative examples in the areas of data-driven computational social sciences. Throughout this handbook, the focus is kept specifically on business and consumer-oriented applications with interesting sections ranging from clustering and network analysis, meta-analytics, memetic algorithms, machine learning, recommender systems methodologies, parallel pattern mining and data mining to specific applications in market segmentation, travel, fashion or entertainment analytics. A must-read for anyone in data-analytics, marketing, behavior modelling and computational social science, interested in the latest applications of new computer science methodologies. The chapters are contributed by leading experts in the associated fields.The chapters cover technical aspects at different levels, some of which are introductory and could be used for teaching. Some chapters aim at building a common understanding of the methodologies and recent application areas including the introduction of new theoretical results in the complexity of core problems. Business and marketing professionals may use the book to familiarize themselves with some important foundations of data science. The work is a good starting point to establish an open dialogue of communication between professionals and researchers from different fields. Together, the two volumes present a number of different new directions in Business and Customer Analytics with an emphasis in personalization of services, the development of new mathematical models and new algorithms, heuristics and metaheuristics applied to the challenging problems in the field. Sections of the book have introductory material to more specific and advanced themes in some of the chapters, allowing the volumes to be used as an advanced textbook. Clustering, Proximity Graphs, Pattern Mining, Frequent Itemset Mining, Feature Engineering, Network and Community Detection, Network-based Recommending Systems and Visualization, are some of the topics in the first volume. Techniques on Memetic Algorithms and their applications to Business Analytics and Data Science are surveyed in the second volume; applications in Team Orienteering, Competitive Facility-location, and Visualization of Products and Consumers are also discussed. The second volume also includes an introduction to Meta-Analytics, and to the application areas of Fashion and Travel Analytics. Overall, the two-volume set helps to describe some fundamentals, acts as a bridge between different disciplines, and presents important results in a rapidly moving field combining powerful optimization techniques allied to new mathematical models critical for personalization of services. Academics and professionals working in the area of business anyalytics, data science, operations research and marketing will find this handbook valuable as a reference. Students studying these fields will find this handbook useful and helpful as a secondary textbook. |
| bridge the gap marketing: International Approaches to Bridging the Language Gap Huertas-Abril, Cristina-Aránzazu, Gómez-Parra, María Elena, 2019-11-15 In the age of information, an essential priority in the context of international education is the development of language learning and its inconsistencies. The gap between language and education has intermittently grown through time, with mistaken assumptions about how linguistic shortcomings are being solved around the world. Research on comparative educational approaches to teaching verbiage and the foundation of future language development are instrumental in positively impacting the global narrative of dialectal education. International Approaches to Bridging the Language Gap is a collection of innovative research on the methods and applications of second language teaching as well as social developments regarding intercultural learning. While highlighting topics including curricular approaches, digital competence, and linguistic disparities, this book is ideally designed for language instructors, linguists, teachers, researchers, public administrators, cultural centers, policymakers, government officials, academicians, researchers, and students seeking current research on the latest advancements of multilingual education. |
| bridge the gap marketing: Marketing Management M. C. Cant, J. W. Strydom, C. J. Jooste, P. J. du Plessis, 2009 Focusing on the environment, market research, buyer behavior, cyber marketing, and positioning, this newly revised edition based primarily on South African companies provides a comprehensive overview of marketing theory. |
| bridge the gap marketing: Global Marketing Management System (Second Edition) Basil J Janavaras, Suresh George, 2017-04-25 This is the second edition of the Global Marketing Management System (GMMS). The GMMS approach (GMMS book + GMMSO4 software) provides a rigorous theoretical base and a comprehensive, systematic and integrative planning process designed to guide students and managers alike through the decision-making process of a company seeking global market opportunities.The book aims to provide a structure, platform, tools and a systematic step-by-step process designed to support the creation of a strategic and applied oriented methodology to global business planning and strategy formulation. It introduces the GMMS process as a demonstration of a successful application of using web-based tools in teaching international business. The book also facilitates the ability of students to enhance their understanding of decision making in international management and bridge the gap between theory and practice. |
| bridge the gap marketing: Bridging the Values Gap R. Edward Freeman, Ellen R. Auster, 2015-08-17 Bridging the Values Gap Business has a values problem. It's not just spectacular public scandals like Enron (which, incidentally, had a great corporate values statement). Many companies fail to live up to the standards they set for themselves, alienating the public and leaving employees cynical and disengaged—resulting in lower productivity, less innovation, and sometimes outright corruption. The reason, argue top scholars and consultants Edward Freeman and Ellen Auster, is that all too often values are handed down from on high, with little employee input, discussion, or connection to the challenges and opportunities facing the organization. Although the words may be well-intentioned, they aren't reflected in the everyday practices, policies, and processes of the organization. This practically invites disconnects between intention and reality. To bridge this gap between the “talk” and the “walk”, Freeman and Auster provide a process through which organizations can collectively surface deeply held values that truly resonate with everyone, from top to bottom. Their Values Through Conversation (VTC) process focuses on four key types of values conversations: introspective (reflecting on ourselves and how we do things in the organization), historical (exploring our understanding of our past and how it impacts us), connectedness (creating a strong community where we work well together), and aspirational (sharing our hopes and dreams). By developing values through discussions—casual or formal, one-on-one or in groups—VTC ensures that values are dynamic and evolving, not static words on a wall or a website. Freeman and Auster offer advice, real-world examples, and sample questions to help you create values that are authentic and embraced because they are rooted in the lived experience of the organization. |
| bridge the gap marketing: Marketing Theory Shelby D. Hunt, 2014-12-18 One of the true classics in Marketing is now thoroughly revised and updated. Marketing Theory is both evolutionary and revolutionary. As in earlier editions, Shelby Hunt focuses on the marketing discipline's multiple stakeholders. He articulates a philosophy of science-based 'tool kit' for developing and analyzing theories, law-like generalizations, and explanations in marketing science. Hunt adds a new dimension to the book, however, by developing arguments for the position that Resource-Advantage Theory provides the foundation for a general theory of marketing and a theoretical foundation for business and marketing strategy. Also new to this edition are four chapters adapted and updated from Hunt's Controversy in Marketing Theory that analyze the 'philosophy debates' within the field, including controversies with respect to scientific realism, qualitative methods, truth, and objectivity. |
| bridge the gap marketing: Digital Transformation Initiatives for Agile Marketing Maravilhas, Sérgio, Ladeira, Rodrigo, 2024-10-16 In the rapidly evolving digital landscape, businesses today face an imperative to adapt and innovate continuously. Digital transformation is at the core of this evolution. It enables organizations to rethink and redesign their operations, processes, and customer interactions. Within this context, marketing has seen a profound shift, with agile methodologies and advanced technologies redefining traditional practices. It is imperative to explore the intersection of these critical areas. Digital Transformation Initiatives for Agile Marketing explores the various aspects of marketing and digital transformation, including how technology is changing the way marketers operate, how businesses can leverage data to improve customer engagement, and the challenges and opportunities that com with implementing digital transformation initiatives. It also discusses new marketing tendencies related to technology, people, and processes. Covering topics such as artificial intelligence, customer experience, and omnichannel marketing, this book is an excellent resource for marketers, business leaders, academicians, researchers, educators, graduate and postgraduate students, and more. |
| bridge the gap marketing: Make Your First Million In Network Marketing Mary Christensen, Wayne Christensen, 2001-06-01 Network Marketing has seen a remarkable expansion of late, with entropreneurs benefitting from an unheralded demand for their services. The authors of this book demonstrate proven techniques to achieve financial success in Network Marketing, which include: How to conduct successful business launch parties, party plans and business meetings. Breakthrough networking tips that get appointments booked. Practical advice on organising business finances, buying supplies, tracking expenses and balancing the books. Simple techniques to track customer needs, previous purchases, personality and lifestyle. There is little doubt that Network Marketing techniques will become increasingly deployed in the business world, with the advent of online business and customer-focused selling, Make Your First Million in Network Marketing provides all the information needed to succeed in this field. |
| bridge the gap marketing: Summary: The New Rules of Marketing & PR BusinessNews Publishing,, 2014-11-12 The must-read summary of David M. Scott's book: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing & Online Media to Reach Buyers Directly. This complete summary of the ideas from David M. Scott's book The New Rules of Marketing and PR describes how, at one time, the only realistic way you could reach potential customers was to use expensive advertising or try to get media publishers to pick up on material placed by your PR firm. Today, the internet has completely changed the rules of marketing and PR forever. In his book, the author predicts that the real marketing and PR challenges in the years ahead will be to stay at the cutting edge of the various internet-based ways of communicating with customers. This summary will teach you how to succeed in the future by harnessing the power of the internet in order to reach more customers than ever before. Added-value of this summary: • Save time • Understand key concepts • Expand your knowledge To learn more, read The New Rules of Marketing and PR and find out how you can keep up with the changes brought by the internet and use them to your advantage. |
| bridge the gap marketing: Handbook of Marketing Decision Models Berend Wierenga, 2008-09-05 Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets. |
| bridge the gap marketing: Challenges in IT and Digital Marketing C. P. Kumar , Challenges in IT and Digital Marketing is an insightful exploration of the rapidly evolving landscapes of technology and marketing in the digital age. In this comprehensive volume, the book delves into the multifaceted hurdles faced by IT professionals and digital marketers alike, addressing critical issues that shape the industry. From the breakneck pace of technological change to the perpetual battle against cyber threats, each chapter examines a distinct challenge. Topics range from the intricacies of regulatory compliance and communication gaps between technical and non-technical stakeholders to the pressures of tight project timelines and the constant quest for real-time engagement in the digital marketing sphere. With a keen eye on the future, the book also explores the ongoing challenges of talent acquisition and retention in the dynamic digital marketplace. Whether you are an IT professional seeking to navigate the ever-changing tech terrain or a digital marketer aiming to maximize ROI in a budget-conscious environment, this book provides valuable insights and strategies to overcome the hurdles and thrive in the challenging realms of IT and digital marketing. |
| bridge the gap marketing: The Marketing Playbook John Zagula, Rich Tong, 2004-10-21 Every company needs to figure out the best way to beat the competition. What do you do if the other guy is already dominating the market? Should you challenge them head on or lie low for a while? Should you offer customers high-end features or a low-end price? Or both? During their years at Microsoft, John Zagula and Richard Tong answered such questions so effectively that they helped Microsoft Office and Windows grow from a 10 percent to 90 percent market share. As venture capitalists, Zagula and Tong have continued to test and perfect their system with hundreds of companies of all sizes and at all stages. Now they’re sharing their best ideas and methods in an easy-to-apply book that will be enormously helpful to marketers in every industry and leaders in every size company. The Marketing Playbook explains the five basic strategies for a competitive market—The Drag Race Play, The Best of Both Play, The High-Low Play, The Platform Play, and The Stealth Play. It illustrates how each one works, how to pick the best one for a given situation, and then how to implement it effectively in the real world. Just like a great sports coach with a well-designed playbook, managers who read this book will have the tools, tips, and tricks they need to leapfrog market research, craft a smart strategy, motivate their team, and start scoring major points with customers and against the opposition. |
| bridge the gap marketing: Marketing In and For a Sustainable Society Naresh K. Malhotra, 2016-07-05 This special issue, featuring contributions from top scholars including former editors of top journals in marketing, will assemble a set of current, comprehensive review articles written by distinguished experts on the state-of-the-art of marketing research and future prospects in the transition towards sustainable society. |
| bridge the gap marketing: A Preliminary Study of the Marketing of Burley Tobacco in Central Kentucky Charles Dudley Bohannan, D. P. Campbell, 1916 |
| bridge the gap marketing: Your Career Marketing Plan Abdulrazzag Alharbi, 2022-05-31 This book will guide you through the steps of both developing and implementing a career marketing plan. Hopefully, it is going to be a valuable journey for you and one in which you will learn a great deal about the person you are in life as well as in the workplace. More importantly, you will have a better understanding of the field in which you want to pursue your career and the type of employer to whom you want to offer your peerless expertise. If you will take the time to complete the exercises at the end of each chapter, they will help you to analyse the information gathering you need to do to start building your own Career Marketing Plan. A Career Marketing Plan template is given at the end of the book for you to start entering your strategies, tactics and action steps for the implementation, control and feedback of your plan. This book will hopefully change you and your self-perception in a very positive way and give you greater confidence as well as self-awareness. It will help you know who you are, what you want and how you are going to get it. There is nothing stopping you from having the career you want and, ultimately, the life you desire. You will realise that you have what it takes to control your career destiny. Best of luck to you on your career path and best wishes for tremendous success with marketing not only your career but also marketing you! |
| bridge the gap marketing: Marketing Management, 3rd Edition Kumar Arun & Meenakshi N., In today's socially networked and highly competitive world, it is imperative that marketers are always truthful because customers eventually find out if they have been misled. This can lead to their angst with the company going viral, thereby destroying the company's reputation. Marketing Management advocates 'marketing based on absolute truth'. Also brand image is sensitive to market sentiments. Brands can be in danger: one wrong product or one shoddy campaign can destroy a brand built over years. Companies must align everything that they do with the core spirit of their brands. Further, when everything seems to go digital, it is important that marketers keep in mind that customers are primarily interested in their products/services. The book advocates that superior products and services will always be central to marketing. Key Features Best Practices • Researched, implemented, and result-driven practices taken from leading companies across diverse industries throughout the world • Marketers can adopt these practices to elevate individual and organizational performance Corporate Insights • Examples of marketing concepts being implemented by well-known Indian companies and brands • Latest moves of companies and brands as they cope with competition and environment Case Studies • A brief case study after each chapter, focusing on specific issues dealt within the chapter Specialized Questions • Questions meant to make students ponder upon various aspects of marketing and challenge the existing paradigms |
| bridge the gap marketing: Principles of Marketing Harold Howard Maynard, Walter Crothers Weidler, Theodore N. Beckman, 1927 |
| bridge the gap marketing: CIM Coursebook 04/05 Strategic Marketing in Practice Ashok Ranchhod, 2007-07-11 Elsevier/Butterworth-Heinemann’s 2004-2005 CIM Coursebook series offers you the complete package for exam success. Comprising fully updated Coursebook texts that are revised annually, and free online access to the MarketingOnline learning interface, it offers everything you need to study for your CIM qualification. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant, ensuring it is the definitive companion to this year’s CIM marketing course. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students, where you can: * Annotate, customise and create personally tailored notes using the electronic version of the Coursebook * Receive regular tutorials on key topics from Marketing Knowledge * Search the Coursebook online for easy access to definitions and key concepts * Access the glossary for a comprehensive list of marketing terms and their meanings |
| bridge the gap marketing: Celebrating the Past and Future of Marketing and Discovery with Social Impact Juliann Allen, Bruna Jochims, Shuang Wu, 2022-06-29 For the 50th Anniversary of the Academy of Marketing Science, the 2021 AMS Annual Conference and Marketing World Congress celebrates the history of marketing while also exploring its future. This includes research on possible new theory discoveries and findings that could lead to more efficient and impactful responses by marketers to the current multi-faceted global challenge array. The volume proposes that marketers strive to continue to offer value in a socially responsible way to the consumers within. Articles in this volume explore the influence of marketing innovations leveraged by the rising influence of artificial intelligence, virtual reality, mechanamorphics, a proliferation of data, changing economic power concentration, and a myriad of other factors. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. |
| bridge the gap marketing: Marketing in the Round Gini Dietrich, Geoff Livingston, 2012-04-24 Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker. It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter. You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center...right where you belong! Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them. You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make. Pull it all together--finally! How to successfully integrate your tactics, tools, messages, and teams Better goals, better results: beyond “SMART” to “SMARTER” Specific, measurable, attainable, relevant, time-bound, evaluate, and reevaluate Better listening: stakeholders, customers, and research that works How to make sure you hear what really matters Four powerful ways to market in the round When to go direct, come from above, use the groundswell, or execute flanking maneuvers |
| bridge the gap marketing: Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty Harlan E. Spotts, 2014-11-10 This volume includes the full proceedings from the 2004 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, Canada, entitled Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty. It include papers aimed to create awareness of the issues, trends, and advances associated with current marketing theories and practices. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. |
| bridge the gap marketing: Positioning for Advantage Kimberly A. Whitler, 2021-09-07 Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”—understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace. Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools—from strategic positioning concepts to strategy mapping to influencer maps—Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life. |
| bridge the gap marketing: Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference John B. Ford, Earl D. Honeycutt, Jr., 2015-02-05 This volume includes the full proceedings from the 1998 Academy of Marketing Science (AMS) Annual Conference held in Norfolk, Virginia. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behaviour, entrepreneurial marketing, international marketing, advertising, marketing education, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. |
| bridge the gap marketing: The Routledge Companion to the Future of Marketing Luiz Moutinho, Enrique Bigné, Ajay K. Manrai, 2014-01-10 The Routledge Companion to the Future of Marketing provides the reader with a comprehensive and original set of visionary insights into the future of marketing. This prestigious collection aims to challenge the mindset of academics, moving their thinking processes from current thinking into new perspectives and advances in marketing knowledge. Selected Contents: Part 1: New Paradigms and Philosophical Insights Part 2: Contributions from other Scientific Fields Part 3: Reconnecting with Consumers and Markets Part 4: New Methodological Insights in Scholarly Research in the Field |
| bridge the gap marketing: The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World Colin L. Campbell, 2017-01-11 This volume includes the full proceedings from the 2011 World Marketing Congress held in Reims, France with the theme The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. |
| bridge the gap marketing: Fuzzy Methods for Customer Relationship Management and Marketing: Applications and Classifications Meier, Andreas, 2012-01-31 This book explores the possibilities and advantages created by fuzzy methods through the presentation of thorough research and case studies--Provided by publisher. |
| bridge the gap marketing: Strategic Innovative Marketing and Tourism Androniki Kavoura, Efstathios Kefallonitis, Apostolos Giovanis, 2019-07-03 This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Among the areas covered are product and brand management, strategic marketing, B2B marketing and sales management, international marketing, business communication and advertising, digital and social marketing, tourism and hospitality marketing and management, destination branding and cultural management, and event marketing. The book comprises the proceedings of the International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2018, where researchers, academics, and government and industry practitioners from around the world came together to discuss best practices, the latest research, new paradigms, and advances in theory. It will be of interest to a wide audience, including members of the academic community, MSc and PhD students, and marketing and tourism professionals. |
| bridge the gap marketing: Proceedings of the 1997 World Marketing Congress Samsinar MD Sidin, Ajay K. Manrai, 2015-06-25 This volume includes the full proceedings from the 1997 World Marketing Congress held in Kuala Lumpur, Malaysia. The focus of the conference and the enclosed papers is on marketing thought and practices from a global perspective. This volume presents papers on various topics including marketing management, marketing strategy and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. |
| bridge the gap marketing: Marketing/communications , 1898 |
| bridge the gap marketing: Trustworthy Margot Bloomstein, 2021-03-02 In today's economy, marketers need a new strategy to earn trust, act with transparency, and help consumers and citizens make confident decisions. But undermining confidence is cynicism: it erodes trust in the media, government, public institutions, and consumer brands. To regain the trust of consumers and citizens, marketers talk about empathy and authenticity. But how do you get beyond those buzzwords? Give more control to your audience--and they'll put more trust in you. It might be a scary proposition, but trading control for confidence fuels a surprising range of high-performing organizations. Airbnb, Zoom, the FBI, TED, the United Kingdom Government Digital Service, The New York Times, America's Test Kitchen, local election commissions, and other organizations have all embraced strategies of content and design that transform their audiences into empowered decision-makers. Smart organizations teach their audiences to evaluate product options, engage in continuous self-education, and make more informed choices. Examining what works among these teams of all stripes and sizes, content strategy expert Margot Bloomstein casts a broad net to capture the experiences of copywriters, designers, creative directors, and CMOs--people who work to build trust through imagery, editorial style, storytelling, and retail design. In an actionable framework focused on voice, volume, and vulnerability, this book will teach you how to employ concrete tactics to help your brand regain trust, respect, and customer loyalty. Lead your organization and audience from cynicism toward something far more productive: hope. |
| bridge the gap marketing: Advanced Marketing (Marketing Techniques) Dr. Shahaji Misal, 2023-08-01 Advanced Marketing Techniques involve employing data-driven strategies, digital marketing, personalization, and omnichannel approaches to reach and engage target audiences effectively, enhancing brand visibility and sales. |
| bridge the gap marketing: Marketing Research Report , 1959 |
| bridge the gap marketing: The Extension Service News , 1921 |
Bridging the gap: Marketing Strategy & Consumer Behaviour …
Effective marketing strategies are those that match, respond to and anticipate customer needs and behaviour. On the other hand, consumer behaviour is constantly moulded by marketing …
MNM1503 - Introduction to Marketing - 2016-S1 - gimmenotes
Ownership gap - Once the consumer has paid for a new product, the ownership gap is bridged. For large purchases For large purchases the consumer may require finance from a bank in …
Bridging the Gap: Harmonizing Traditional Marketing with
Several key strategies have emerged for bridging the gap between traditional and digital marketing. Omnichannel marketing, which involves creating cohesive campaigns that span …
Bridging the gap between marketing work and business impact
bridge the gap between marketing initiatives and measurable business outcomes, offering insights into how teams can better demonstrate their value in an ever-changing landscape. What …
How to Bridge the Divide Between Online - assets.noviams.com
The advent of online marketing—and the unprecedented pace of technological innovations—is a dynamic marketing force that keeps marketers on their toes. Consider how wearable …
HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS …
WITHOUT THE BRAND, COKE’S GLASS WOULD BE HALF EMPTY. STRATEGIC TOOL SINCE THE SPREADSHEET. is separated from CREATIVITY by a wide gap. DOES THE LEFT …
bridge the divide sales marketing - 3d2b.com
B2B marketing organizations across the globe—78% of them to be exact—say that generating high-quality leads is their greatest challenge. But how can that be when you’re on the cutting …
Bridging the Gap between Marketing and Sales - Research …
Abstract: At most companies, there is insufficient communication between the marketing and sales functions. Such organizations need to find the key to bridging this gap, for the rewards of …
Marketing and Sales Alignment: Understanding the Gap and …
Well-performing Marketing and Sales teams are essential to any successful business, but many businesses don’t treat them with equal respect. In Sales-driven cultures, Marketing’s …
Bridging marketing theory - practice gap to enhance firm …
The fast pace of technology is challenging existing business practices and, consequently, widening the gap be-tween marketing theory and practice. This special issue is intended to …
The Great Big Guide to MARKETING PERFORMANCE …
To help bridge the gap, Marketing teams need to invest in running marketing, as well as doing marketing. Begin by aligning your actuals to campaigns and objectives to provide Finance with a
Bridging the gap between brand promise and brand …
We’ve identified different types of experience gap. We’ve unpicked the ways these gaps differ and designed solutions to help brands tackle the factors that contribute to their own, unique …
BRIDGING THE GAP FOR COMMS & MARKETING - nahro.org
BRIDGING THE GAP FOR COMMS & MARKETING REPORT Nearly every survey respondent agreed marketing and comms are moderately or strongly aligned as it relates to earned, …
Bridging the gap between marketing strategy and design …
In our research, we contribute by creating a method that will bridge the gap between product designers and marketers through aligning the designer’s language and type of knowledge …
How to Bridge the Communication Gap Between and Within …
May 31, 2025 · figure presents the DY strategy, which addresses the communication gap between and within marketing theory and practice eStin by leveraging seven interrelated components. …
HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS …
In most companies, STRATEGY is separated from CREATIVITY by a wide gap. DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING? When both sides work together, you …
THE BRAND GAP - api.pageplace.de
In this book I’ve tried to present a 30,000-foot view of brand: what it is (and isn’t), why it works (and doesn’t), and, most importantly, how to bridge the gap between logic and magic to build a …
Future of Customer Engagement Through Marketing …
bridge the gap between traditional and innovative techniques has become more critical than ever. As marketing shifts between physical and digital realms, companies grapple with the central …
HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS …
BRAND WILL BECOME THE MOST POWERFUL STRATEGIC TOOL SINCE THE SPREADSHEET. is separated from CREATIVITY by a wide gap. DOES THE LEFT BRAIN …
Exploring Narratives of Marketing Challenges and …
This study aims to bridge this gap by consolidating and scrutinizing research focused on marketing challenges and opportunities for women entrepreneurs operating in India's micro …
Bridging the gap: Marketing Strategy & Consumer Behaviour …
Effective marketing strategies are those that match, respond to and anticipate customer needs and behaviour. On the other hand, consumer behaviour is constantly moulded by marketing …
MNM1503 - Introduction to Marketing - 2016-S1
Ownership gap - Once the consumer has paid for a new product, the ownership gap is bridged. For large purchases For large purchases the consumer may require finance from a bank in …
Bridging the Gap: Harmonizing Traditional Marketing with
Several key strategies have emerged for bridging the gap between traditional and digital marketing. Omnichannel marketing, which involves creating cohesive campaigns that span …
Bridging the gap between marketing work and business …
bridge the gap between marketing initiatives and measurable business outcomes, offering insights into how teams can better demonstrate their value in an ever-changing landscape. What …
How to Bridge the Divide Between Online - assets.noviams.com
The advent of online marketing—and the unprecedented pace of technological innovations—is a dynamic marketing force that keeps marketers on their toes. Consider how wearable …
HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS …
WITHOUT THE BRAND, COKE’S GLASS WOULD BE HALF EMPTY. STRATEGIC TOOL SINCE THE SPREADSHEET. is separated from CREATIVITY by a wide gap. DOES THE LEFT …
bridge the divide sales marketing - 3d2b.com
B2B marketing organizations across the globe—78% of them to be exact—say that generating high-quality leads is their greatest challenge. But how can that be when you’re on the cutting …
Bridging the Gap between Marketing and Sales - Research …
Abstract: At most companies, there is insufficient communication between the marketing and sales functions. Such organizations need to find the key to bridging this gap, for the rewards of …
Marketing and Sales Alignment: Understanding the Gap and …
Well-performing Marketing and Sales teams are essential to any successful business, but many businesses don’t treat them with equal respect. In Sales-driven cultures, Marketing’s …
Bridging marketing theory - practice gap to enhance firm …
The fast pace of technology is challenging existing business practices and, consequently, widening the gap be-tween marketing theory and practice. This special issue is intended to …
The Great Big Guide to MARKETING PERFORMANCE …
To help bridge the gap, Marketing teams need to invest in running marketing, as well as doing marketing. Begin by aligning your actuals to campaigns and objectives to provide Finance with a
Bridging the gap between brand promise and brand …
We’ve identified different types of experience gap. We’ve unpicked the ways these gaps differ and designed solutions to help brands tackle the factors that contribute to their own, unique …
BRIDGING THE GAP FOR COMMS & MARKETING - nahro.org
BRIDGING THE GAP FOR COMMS & MARKETING REPORT Nearly every survey respondent agreed marketing and comms are moderately or strongly aligned as it relates to earned, owned …
Bridging the gap between marketing strategy and design …
In our research, we contribute by creating a method that will bridge the gap between product designers and marketers through aligning the designer’s language and type of knowledge used …
How to Bridge the Communication Gap Between and Within …
May 31, 2025 · figure presents the DY strategy, which addresses the communication gap between and within marketing theory and practice eStin by leveraging seven interrelated components. …
HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS …
In most companies, STRATEGY is separated from CREATIVITY by a wide gap. DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING? When both sides work together, you …
THE BRAND GAP - api.pageplace.de
In this book I’ve tried to present a 30,000-foot view of brand: what it is (and isn’t), why it works (and doesn’t), and, most importantly, how to bridge the gap between logic and magic to build a …
Future of Customer Engagement Through Marketing …
bridge the gap between traditional and innovative techniques has become more critical than ever. As marketing shifts between physical and digital realms, companies grapple with the central …
HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS …
BRAND WILL BECOME THE MOST POWERFUL STRATEGIC TOOL SINCE THE SPREADSHEET. is separated from CREATIVITY by a wide gap. DOES THE LEFT BRAIN …
Exploring Narratives of Marketing Challenges and …
This study aims to bridge this gap by consolidating and scrutinizing research focused on marketing challenges and opportunities for women entrepreneurs operating in India's micro …
