Using Integrated Marketing To Drive Brand Value
10 successful strategies that enhance brand relationships
Tom Duncan andSandra Moriarty, University of Colorado
When trains pull into some of Londons tube stations, passengers hear the warning, Mind the gap! This is to alert them to the treacherous space between the train and the platform. This warning is also appropriate for companies where the gap is a widening between themselves and their customers and other key stake-holders employees, suppliers, journalists, government regulators, special interest groups, and even competitors. Similar to the London tube stops, these gaps can be...