Keller receives marketing award for his contribution to field of brand science

Personal website

Kevin Lane Keller

E.B. Osborn Professor of Marketing

E-Mail: kevin.l.keller@tuck.dartmouth.edu
Phone: 603-646-0393

AB, Cornell University, 1978; MSIA, Carnegie Mellon University, 1980; PhD, Duke University, 1986

Areas of expertise

Marketing management, branding, brand equity, and brand management; integrated marketing communications and advertising

Current research topics

Strategies and tactics to build, measure, and manage brand equity; design, implementation, and evaluation of integrated marketing communication programs

Selected Publications

"Advertising and Brand Equity," in Handbook of Advertising, Sage Publications, 2007; Strategic Brand Management, 3rd ed., Prentice-Hall, 2008; Best Practice Cases in Branding, 3rd ed., Prentice-Hall, 2008; with P. Kotler, Marketing Management, 13th ed., Prentice-Hall, 2009; "Building A Strong Business-to- Business Brand," in Business-to-Business Brand Management: Theory, Research, and Executive Case Study Exercises in Advances in Business Marketing & Purchasing series, 15, forthcoming; "Building Strong Brands in a Modern Marketing Communications Environment," in The Integration of Integrated Marketing Communication: IMC in a Changing Landscape, special issue of Journal of Marketing Communications, forthcoming; with D. Lehmann and J. Farley, "The Structure of Survey-Based Brand Metrics," in Branding in the Global Marketplace, special issue of Journal of International Marketing, forthcoming; "The Future of Branding: Key Challenges in Brand Development," Market Leader, forthcoming.

Working Papers

With S. Sood, "The Effects of Product Experience and Branding Strategies on Parent Brand Evaluations and Brand Equity Dilution"

Awards

Dissertation Awards, 1986: American Marketing Association, American Psychological Association Division 23, Association for Consumer Research, Marketing Science Institute; Harold H. Maynard Award, Journal of Marketing, 1993; Sheth Foundation/Journal of Marketing Award, 2003; two articles in Top 20 papers that most affected practice of marketing science in past 25 years, INFORMS Society for Marketing Science, March 2007

Professional Activities

Academic positions: Assistant Professor of Marketing, University of California, Berkeley, 1986–87; Assistant Professor of Marketing, 1987–90, Associate Professor of Marketing, 1990–95, Stanford University; Professor of Marketing, University of North Carolina at Chapel Hill, 1995–97; Visiting Professor of Business Administration, Duke University, 1997–98; Tuck School of Business, 1998–present

Nonacademic positions: Marketing Consultant, Bank of America, 1980–82

Editorial positions: Editorial Board, Asian Journal of Marketing, Journal of Brand Management, Market Leader, Journal of Sponsorship