Kevin Lane Keller is een internationaal toonaangevend expert op het gebied van merken, branding en strategisch merkmanagement. Zijn onderzoek richt zich op het verbeteren van marketingstrategieën door middel van inzicht in consumentengedrag. Hij heeft opgetreden als consultant en adviseur voor marketeers van enkele van 's werelds meest succesvolle merken. Hij doceert het keuzevak Strategisch Merkmanagement.
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.