How to Bridge the Communication Gap Between and Within Marketing Theory and Practice? The Digital, Engagement, Storytelling, Time, Innovation, Network, and Yield (DESTINY) Strategy

Although marketing insights can potentially guide strategic priorities, shape decisions, and strengthen outcomes, they often remain hidden behind specialized terminology, paywalls, or incongruent dissemination strategies. The DESTINY strategy—involving digital, engagement, storytelling, time, innovation, network, and yield—offers a structured approach to overcoming these barriers. Digital formats and platforms broaden reach while deliberate engagement methods encourage deeper and more meaningful involvement. Storytelling cultivates affective connections, innovation drives cognitive validation, and yield underscores tangible and intangible returns through a shift from return on investment (ROI) to return on value (ROV). Time ensures that communication unfolds at strategic intervals while network expands the audience to include diverse stakeholders in academia, government, industry, and society. This cohesive strategy should assist in bringing scholarly insights into practical use, bridging the long-standing gap between and within marketing theory and practice, and fostering collaborative efforts that drive real-world impact.