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Strategic Brand Managment: Building, Measuring, and Managing Brand Equity Paperback – 29 Oct 2012

4.9 out of 5 stars 20 customer reviews

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Product details

  • Paperback: 592 pages
  • Publisher: Pearson; 4 edition (29 Oct. 2012)
  • Language: English
  • ISBN-10: 0273779419
  • ISBN-13: 978-0273779414
  • Product Dimensions: 21.4 x 2.2 x 27.5 cm
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (20 customer reviews)
  • Amazon Bestsellers Rank: 25,588 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

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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Top Customer Reviews

Format: Hardcover
This book describes the 10 most important areas for people working with brands. For each area the author explains why the area is important and then gives you good examples that you have heard about i.e Starbucks, Gilette and Procter & Gamble.
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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Format: Paperback Verified Purchase
The book is a very helpful tool for those who want to understand the theories and practices of strategic brand management. An academic book that is easy to read and understand!!!
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Format: Paperback Verified Purchase
The book is so good, love it ! I would definitely recommend to those friends who need this book for the course :-)
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Format: Paperback Verified Purchase
I absolutely love this book! I refer to it all the time either for work of for my masters.
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Format: Paperback Verified Purchase
Came very nice packaged and clean
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By vero on 10 Dec. 2012
Format: Paperback Verified Purchase
Had to buy it for school and was thinking that I would resell it after the end of the class. But I find it informative, well-structured and with relevant examples, so I will keep it.
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Format: Paperback Verified Purchase
Not too short and not too long. Aim for between 75 and 300 words.
Be detailed and specific. What would you have wanted to know before you purchased the product
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Format: Paperback Verified Purchase
Excellent introductory book on brand management. Recommended read for anyone in this area. More strategic in approach whereas most books are lost in the details.
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