Kevin Lane Keller is an international leader in the study of brands, branding, and strategic brand management. His research focuses on improving marketing strategies through an understanding of consumer behavior. He has served as a consultant and advisor to marketers for some of the world’s most successful brands. He teaches the elective Strategic Brand Management.
Konzepte - Instrumente - Unternehmensfallstudien
"Marketing-Management" von Philip Kotler ist ein weltweit anerkanntes Standardwerk im Marketing, oft als "Bibel des Marketing" bezeichnet. Die 16. Auflage stellt einen bedeutenden Meilenstein in der erfolgreichen Geschichte des Buches dar.
This text takes the basics from Kotler's successful book, "Marketing Management", synthesizing it into a concise version. Subjects discussed include: how to analyze the market; developing strategies; and delivering and managing successful marketing programmes.
All the accessibility, theoretical rigour and managerial relevance of the global best-seller Marketing Management plus European structure, European examples, the work of European academics and bespoke online resources.
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions -- and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks.