Bout The Authors

Chicago and 3 member of the Advisory BoarcI of the Dracker Foundation. He has traveled ejftejisHvciy throughout Europe, Asia, and South America, adwsrng and lecturing to many companies about global marketing opportunities.

Kevin Lane Keller is the E. B. Gsborn Professor of Marketing at the Tuck School oi Business at Dartmouth College. Professor Keiler has degrees from Cornel/, Carnegie-Mellon, and Oufre universities. At Dartmouth, he teaches an MBA 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 hjs been on the marketing faculty at the -University of California at Berkeley and the University of Worth Citrolina at Chapei Hill, been a visiting professor at Duire University and the Australian Graduate School of Management, *tnd has (wl> years of industry experience as Marketing Consultant for Bank of America,

Professor Keller's general area of expertise is in consumer marketing1. His specific research interest ii in how understanding theories and concepts related to consumer behavior can improve marketing strategies. The research has been published in over fifty papers in ihree of the major marketing /ournals^-the Journal of Marketing, the Journal oi Marketing Research, and the Journal oi Consumer Research. He also has served on the Editorial Review Boards of those journait. His research has been widely cited and /¬°as received numerous awards.

Professor Keller is acknowledged as one of the interrrsiionaJ leaders in the study of brands., branding, and strategic brand management, Actively invoiced with industry, he has worked on a host of different types of marfcertojg projects. He has served as brand confidant to marketers for some of the world's most successful brands, including Accenture, American Express. Disney, Ford, Intel, Levi Strauss, Miller Brewing, Procter & Gamble, and Starbucks, He has done additional brand consulting with other top companies such 0s Allstate, Beiersdorf {NiveaJ, Slue Cross Slue Shield, Campbell Soup, General Mills, Goodyear Kodak, The Mayo Clinic, Nordstrom, Shell Oil. Unilever, and Young S Rubicam. He is also an academic trustee for the Marketing Science Institute. A popular speaker, he has conducted marketing seminars and workshops with top exec utiles in a variety of forvms.

Professor Keller is currently conducting studies that address marketing strategies and tactics to build, measure, and manage brand equity. His textbook on those sub/ects. Strategic Brand Management, the second edition of which was published September 2002 by Prent'ce-hfaJI, has keen heralded as the "bible of branding, *

An avid sports, music, and film enthusiast, in his spare time, he helps to manage and market one of Australia's great rock and roll treasures. The Church. Professor Keller lives in New Hampshire with his wife. Ptrnam false a Tuck marketing professor), and his two daughters, Carolyn and Allison.

! BRIEF CONTENTS

Preface xxix

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