Kevin Lane Keller – författare

For graduate and undergraduate courses in marketing management.

A Succinct Guide to 21st Century Marketing Management

Framework for Marketing Management is a concise, streamlined version of Kotler and Keller’s 15th Edition of Marketing Management, a comprehensive look at marketing strategy. The book’s efficient coverage of current marketing management practices makes for a short yet thorough text that provides the perfect supplement for incorporated simulations, projects, and cases.

The 6th Edition approaches the topic of marketing from a current standpoint, focusing its information and strategy on the realities of 21st century marketing. Individuals, groups, and companies alike can modernize their marketing strategies to comply with 21st century standards by engaging in this succinct yet comprehensive text.

The full text downloaded to your computer

With eBooks you can:

search for key concepts, words and phrases make highlights and notes as you study share your notes with friends

eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps.

Upon purchase, you''ll gain instant access to this eBook.

Time limit

The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

For courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today''s consumers.

The full text downloaded to your computer

With eBooks you can:

search for key concepts, words and phrases make highlights and notes as you study share your notes with friends

eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps.

Upon purchase, you''ll gain instant access to this eBook.

Time limit

The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

The undisputed global bestseller in marketing management that consistently reflect changes in marketing theory and practice

A key text both for undergraduate and postgraduate programmes in Marketing Management.

An encyclopaedia of marketing, the classic Marketing Management is considered by many as the authoritative book on the subject. Inspired by the US editions, the

5th European edition of this bestselling text offers an overview of marketing through accessible, theoretically rigorous content underpinned by managerial relevance. It explores the challenges facing European marketing practitioners and admirably covers a wide range of concepts examining traditional aspects of marketing and blending them with modern and future themes.

Key features of this book include:

A structure designed specifically to fit the way the course is taught in Europe New and updated in-depth European case studies help readers bridge the gap between knowledge and practice Focus on digital technologies such as robotics, AI, augmented and virtual reality, and their impact on marketing management skill sets and practices Coverage of the latest trends and developments in the marketing field, such as social media marketing, ethical issues and sustainability

Featuring work from prominent European academics, new practical examples and exercises, it remains one of the most significant textbooks in marketing management.

Bestselgeren innen europeisk markedsforingsledelse som gir den mest autoritative oversikten over markedsforing Et leksikon over markedsforing, den klassiske Marketing Management er na i sin 5. europeiske utgave. Enten du er bachelor- eller masterstudent i markedsforingsledelse, er denne teksten den beste ressursen for a fa en grundig forstaelse av europeiske og globale perspektiver pa markedsforing, inkludert innsikt i internasjonal markedsforing og kulturelle hensyn. Boken beholder sine mest betydningsfulle kjennetegn sentrert i innholdet sitt - tilgjengelighet, teoretisk grundighet og ledelsesrelevans - og gjenspeiler det raske tempoet i moderne markedsforing. Med bidrag fra fremtredende europeiske akademikere, nye casestudier og eksempler, vil denne utgaven gi deg alle verktoyene du trenger for a lykkes i kurset ditt.

The "Great Thinkers in Marketing" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legend's most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legend's work on the articles included in that volume. This set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy. This volume, edited by Kevin Lane Keller, addresses Lehmann’s impact on advertising and branding research. Examining his work on advertising effectiveness and efficiency, it also focuses on his contributions to building and assessing brand strength. Additionally, Lehmann's exploration of communication and branding strategies for new products is discussed. Featuring an interview with Lehmann himself as well as three insightful commentaries from frequent co-authors of his, this work showcases Lehmann’s enduring influence on advertising and branding scholarship.