Education

AB, Cornell University, 1978; MSIA, Carnegie-Mellon University, 1980; PhD, Duke University, 1986. At Tuck since 1998.

Area of Expertise

Consumer marketing and marketing management; strategic brand management; integrated marketing communications.

Consulting/ Executive Education

Professor Keller is acknowledged as an international leader in the study of brands, branding, and strategic brand management. Actively involved with industry, he has served as brand confidant to marketers for some of the world's most successful brands, including Accenture, Amercian Express, Disney, Ford, Intel, Levi-Strauss, Miller Brewing, Procter & Gamble, and Starbucks. He has also carried out brand consulting activities with other top companies such as Allstate, Beiersdorf (Nivea), Blue Cross and Blue Shield, Campbell Soup, General Mills, Goodyear, Kodak, Mayo Clinic, Nordstrom, Shell Oil, Unilever, and Young & Rubicam.

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.

Publications

Professor Keller's advertising and branding research has been published in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Public Policy and Marketing, Marketing Management, Harvard Business Review, and MIT Sloan Management Review. With over 50 published papers, his research has been widely cited and has received numerous awards. Professor Keller serves on the editorial boards of the Journal of Brand Management, Market Leader, and Asian Journal of Marketing.

His textbook, Strategic Brand Management (second edition, Prentice Hall, 2003), has been adopted at top business schools and leading firms around the world and has been heralded as the "bible of branding." With the 12th edition, he became the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management (Prentice Hall, 2005).

Background

Prior to joining Tuck, Professor Keller was on the faculty at the Stanford Graduate School of Business, where he 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 and has been a visiting professor at Duke University. He also has two years of industry experience as a marketing consultant for Bank of America.