Best Practice Cases in Branding Essay
Best Practice Cases in Branding
Kevin Lane Keller (born 23 June 1956) is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is most notable for having authored Strategic Brand Management (Prentice Hall, 1998, 2002 & 2008), a widely-used text on brand management. The book is focused on the “how to” and “why” of brand management, this strategy guide provides specific tactical guidelines for planning, building, measuring, and managing brand equity. He has published his research in the Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research.
In addition, Philip Kotler selected Keller to be his co-author on the most recent edition of Kotler’s market-leading text Marketing Management. Keller was formerly on the faculty at the Stanford Graduate School of Business, the University of California, Berkeley and the University of North Carolina at Chapel Hill. He has served as a visiting professor at Duke University and the Australian Graduate School of Management. He is an alumnus of Cornell University, Carnegie-Mellon University and Duke University. In the private sector, Keller often acts as a consultant on branding, speaks at industry conferences, and helps to manage the rock band The Church. Keller currently resides in Etna, New Hampshire.
Books by Kevin Lane Keller (chronological order)
Kotler, Philip/Keller, Kevin Lane: Marketing Management, 13th edition, Upper Saddle River, NJ: Prentice-Hall 2009. Keller, Kevin Lane: Strategic Brand Management, 3rd edition, Upper Saddle River, NJ: Prentice-Hall 2008. Keller, Kevin Lane: Best Practice Cases in Branding, 3rd ed., Upper Saddle River, NJ: Prentice-Hall 2008.
University/College: University of Arkansas System
Type of paper: Thesis/Dissertation Chapter
Date: 14 November 2016
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