Best Practice Cases in Branding
OverviewKevin Lane Keller is acknowledged as one of the international leaders in the study of strategic brand management and integrated marketing communications. The twelve cases he wrote for this book feature some of the world's most successful brands and companies, such as Levi Strauss & Co., Intel, Nike, and DuPont. The marketers behind these brands and companies have all made noteworthy accomplishments to our understanding of the strategic brand management process and how to best build and manage brand equity. Professor Keller is presently the E.B. Osborn Professor of Marketing at Dartmouth College-Amos Tuck School of Management. He is also the author of Strategic Brand Management, 2e, and will be Philip Kotler's co-author on Marketing Management, 12e, both published by Prentice Hall.