Education

BA, Bombay University, 1977; MBA, Bombay University, 1979; PhD, Northwestern University, 1984. At Tuck since 1998.

Area of Expertise

Marketing engineering, customer asset management, business-to-business marketing, marketing communications

Awards

Marketing Science Institute Award.

Consulting/ Executive Education

Professor Keller is interested in firms that want to create a market-driven management orientation and seek a systematic approach to designing and implementing their marketing strategy. She has developed tools and frameworks that enable managers to compare their current business model, organization structure, performance metrics, and incentive programs from an internal company-focused perspective and an external customer-focused perspective. Her exercises on segmentation, targeting and positioning enable managers to make key trade-offs between accommodating company interests and optimizing market impact. Professor Keller's industry experience includes executive education and consulting assignments for companies such as Merck, Equitable Life Assurance, Kaiser Permanente, IBM, Grand Metropolitan PLC, American Cyanamid, LG Electronics, Morgan Stanley Dean Witter, Deutsche Bank, The Getty Museum, ABB, RCN, Infineum, Blue Cross Blue Shield, PharMerica, Fujitsu, and Unilever.

Publications

Professor Keller's research interests focus on consumer decision making, including the determinants of effective positioning and communications. She publishes her research in marketing and psychology journals including Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Marketing Letters, Memory & Cognition, and Journal of Applied Social Psychology. Professor Keller is currently writing a book on a strategic approach to marketing health communications.

Background

Professor Keller has a joint appointment at the Tuck School and at Dartmouth Medical School, where she is an adjunct professor of community and family medicine. Prior to joining the faculty at Tuck, she was on the faculty at New York University, Columbia University, and the University of North Carolina at Chapel Hill. She has also taught as visiting faculty at Duke University, Stanford University, University of California at Los Angeles, and INSEAD.