Faculty Directory
Kevin Lane Keller
E.B. Osborn Professor of Marketing
E-Mailkevin.l.keller@tuck.dartmouth.edu
Phone603-646-0393
DegreeAB, Cornell University, 1978; MSIA, Carnegie Mellon University, 1980; PhD, Duke University, 1986
AREAS OF EXPERTISEMarketing 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
Strategic Brand Management, third edition, Prentice-Hall, 2008; with P. Kotler, Marketing Management, 13th edition, 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, Emerald Group Publishers, 2009; "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, 15 (April-July), 2009; "Challenges to Branding: Five Secrets to Brand Success," Market Leader, Quarter 2, 2009; with F.E. Webster Jr., "Hitting the Branding Sweetspot: Achieving Marketing Balance by Reconciling Marketing Trade-offs," Marketing Management, 18 (July/August), 2009; with D. Lehmann, "Assessing Brand Potential," in special issue, "Brand Value and Valuation," of Journal of Brand Management, 17(1), 2009; "Global Branding," in Wiley International Encyclopedia of Marketing, Vol. 1, International Marketing, John Wiley & Sons Ltd., forthcoming; with S. Hoeffler and P. Bloom, "Achieving Social Change through Corporate Societal Marketing: Incorporating a Consumer Orientation into CSR Programs," Journal of Public Policy & Management, 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
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
Research & Teaching Summary
Kevin Lane Keller is an international leader in the study of brands, branding, and strategic brand management, with research focused on improving marketing strategies through an understanding of consumer behavior. He has served as a consultant and advisor to marketers for some of the world’s most successful brands. He teaches the elective Strategic Brand Management.