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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition 4th Edition

3.9 out of 5 stars 22 customer reviews
ISBN-13: 978-0132664257
ISBN-10: 0132664259
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Editorial Reviews

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.

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Product Details

  • Hardcover: 600 pages
  • Publisher: Pearson; 4th edition (August 20, 2012)
  • Language: English
  • ISBN-10: 0132664259
  • ISBN-13: 978-0132664257
  • Product Dimensions: 8.7 x 1.2 x 11 inches
  • Shipping Weight: 3 pounds (View shipping rates and policies)
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Best Sellers Rank: #51,798 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Kindle Edition
Except with some newly inserted new examples, the structure and contents of this new edition are basically the same. The book is very academic, lacking of practitioners' and enough 'how to" perspectives. It talks more about the" why" than "how "of branding. I bought previous 2-3 editions of this book, and this 5th edition is actually old wine in a new bottle, and even the new bottle is not very new. In a world, both online and offline branding are important, and the users-led branding approach has become the new driver of branding, the content of the book basically shows how "old school" of branding that the author is actually coming from. He is more of an OLD SCHOOL BRAND GURU. But in the real world nowadays, many branding warfares are now changing the battlefields to mobile marketing, app marketing, Facebook, Twitter, and many new forms of social media, the author has paid lip service to most of them, and the coverage of branding strategies and approaches for these new battlegrounds is just minimal and insufficient by comparison. It is hard to see this book as groundbreaking, or even as a so called "Branding Bible" like in the past.

I eventually refunded it.

The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity) [Kindle Edition] by Jean-Noel Kapferer is certainly a more exciting, thought-provoking, and timely read. At least it shows the author's passion and efforts to improve and innovate from his previous editions, not just launching new editions for the sake of launching new editions to sell more books.
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By bgreen0722 on November 21, 2015
Format: Hardcover Verified Purchase
This book is horrible. Small print. Way more detail than anyone could ever absorb. Very dry writing style. Can't wait to return my rental. Fortunately for future students, professor says they will be using a different text in the next class. My class was the last group of poor saps that had to endure this book.
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Format: Hardcover Verified Purchase
Excellent detailed text! Gives you a whole new perspective on branding and the importance of that function in marketing. It speaks of longevity of the organization through establishing strong relationships with customers through various concepts, steps, strategies and sources. Definitely made my marketing library!
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Format: Paperback
While this book's information, layout, and content is good, this review is mainly as a warning to other students.

No matter what other websites may say, the International edition is missing content. I ordered mine from Textbookrush.com and their first selling point was "The content is identical to the U.S. edition." This is a blatant lie. My first written assignment was based on a sidebar about the Old Spice brand. This international version does not mention Old Spice anywhere in the index, much less in the book in a sidebar.

If you want to order an international edition, it can be a great way to save money, but the content my be wrong. Be warned.
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Format: Hardcover Verified Purchase
it's a textbook for sure but it is actually interesting to read. Lots of information packed with some big name examples.
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Format: Hardcover
Kevin Keller's "Strategic Brand Management"-Book is a must read for Researchers in Marketing and Managers alike. This book combines Research Results and Practical Examples in the best way. If you want to buy a book in Brand Management, buy this one.
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Format: Paperback Verified Purchase
Love that this is the international! It is the same as the U.S. version, but way more reasonably priced!! It works out perfectly and dots the college students budget.
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Format: Kindle Edition Verified Purchase
I used this book for graduate school. It's a good marketing reference.
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