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Strategic Brand Managment: Building, Measuring, and Managing Brand Equity Paperback – 29 Oct 2012
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About the Author
"Kevin Lane Keller" is the E. B. Osborn Professor of Marketing at the Amos Tuck School of Business Administration at Dartmouth College. Professor Keller received his B.A. in Mathematics and Economics from Cornell University in 1978, his M.B.A. from Carnegie-Mellon University's Graduate School of Industrial Administration in 1980, and his Ph.D. in Marketing from Duke University's Fuqua School of Business in 1986. At Dartmouth, he teaches an M.B.A. elective on strategic brand management and lectures in executive programs on that topic.
Previously, Professor Keller was on the faculty of the Graduate School of Business at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the marketing faculty of the Schools of Business Administration at the University of California at Berkeley and the University of North Carolina at Chapel Hill, has been a Visiting Professor at Duke University and the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America.
Professor Keller is acknowledged as one of the international leaders in the study of strategic brand management and integrated marketing communications. He is currently conducting a variety of studies that address strategies to build, measure, and manage brand equity. His advertising and branding research has been published in three of the major marketing journals the "Journal of Marketing," the "Journal of Marketing Research," and the "Journal of Consumer Research." He also sits on the Editorial Review Boards of those journals. With more than forty published papers, his research has been widely cited and hasreceived numerous awards.
Actively involved with industry, he has worked on a host of different types of branding projects. He has served as brand confidant to marketers for some of the world's most successful brands, including Disney, Ford, Intel, Levi Strauss, Nike, Procter & Gamble, and Starbucks. Additional brand consulting activities have been with other top companies such as Accenture, AC Nielsen, Beiersdorf (Nivea), General Mills, Goodyear, Kodak, Mayo Clinic, MTV, the New York Knicks, Nordstrom, Shell Oil, Unilever, and Young & Rubicam. He is a Senior Marketing Consultant for Knowledge Networks and an academic trustee for the Marketing Science Institute. A popular speaker, he has conducted branding seminars to top executives in a variety of forums.
An avid sports, music, and film enthusiast, in his so-called spare time, he helps to manage and market one of Australia's great rock and roil treasures, The Church. Professor Keller lives in Etna, New Hampshire, with his wife, Punam (also a Tuck marketing professor), and his two daughters, Carolyn and Allison. --This text refers to the Hardcover edition.
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Even though stragegic brand management covers a wide area, this book gives you very practical tips of how you should act to build your own brand.
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exactly as described arrived promptly and securely wrapped was very useful for my coarse at university would recommend this websitePublished on 6 Mar. 2013 by Thora Innes
The quality was good, i am really satisfied, it was like a brand new given that i paid under 10 pounds.Published on 13 Feb. 2013 by Narek Grigorian Narek Grigorian