Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. At Dartmouth, he teaches MBA courses on marketing management and strategic brand management and lectures in executive programs on those topics. Prof. Keller was also recently named one of the World’s Best B-School Professors by Poets & Quants. Prof. Keller is also the MSI Executive Director for 2013-15. As Executive Director, he oversees the quality and content of MSI-sponsored research, and facilitates the matching of research interests between MSI’s corporate members and academics.
Previously, Prof. Keller was on the faculty at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, been a visiting professor at Duke University and the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America.
Prof. Keller’s general area of expertise lies in marketing strategy and planning, and branding. His specific research interest is in how understanding theories and concepts related to consumer behavior can improve marketing strategies. His research has been published in three of the major marketing journals — the Journal of Marketing, the Journal of Marketing Research, and the Journal of Consumer Research. He also has served on the Editorial Review Boards of those journals. With over ninety published papers, his research has been widely cited and has received numerous awards.
Through the years, he has served as brand confidant to marketers for some of the world’s most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi-Strauss, Procter & Gamble, Samsung, and Starbucks. A popular and highly sought-after speaker, he has made speeches and conducted marketing seminars to top executives in a variety of forums. His textbook, Strategic Brand Management, in its 4th edition, has been adopted at top business schools and leading firms around the world and has been heralded as the “bible of branding.” He is also the co-author with Philip Kotler of the all-time best selling introductory MBA marketing textbook, Marketing Management, now in its 14th edition.
- Brand Strategy
- Brand Positioning
- Value Proposition
- Brand Equity