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A framework for marketing management
Kotler, Philip; Keller, Kevin Lane - 2012 - 5. ed., international ed.
Persistent link: https://www.econbiz.de/10009373766
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Branding in B2B firms
Keller, Kevin Lane; Kotler, Philip - In: Handbook of business-to-business marketing, (pp. 208-225). 2012
Persistent link: https://www.econbiz.de/10009500169
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The multiple roles of fit between brand alliance partners in alliance attitude formation
Meling Samuelsen, Bendik; Erling Olsen, Lars; Keller, … - In: Marketing letters : a journal of research in marketing 26 (2015) 4, pp. 619-629
Persistent link: https://www.econbiz.de/10011399145
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A framework for marketing management
Kotler, Philip - 2016 - Sixth edition, global edition
Persistent link: https://www.econbiz.de/10011286371
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Understanding the interplay between brand and innovation management : findings and future research directions
Brexendorf, Tim Oliver; Bayus, Barry L.; Keller, Kevin Lane - In: Journal of the Academy of Marketing Science 43 (2015) 5, pp. 548-557
Persistent link: https://www.econbiz.de/10011340285
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Introduction to the special section "brand and innovation interdependency"
Bayus, Barry L.; Brexendorf, Tim Oliver; Keller, Kevin Lane - In: Journal of the Academy of Marketing Science 43 (2015) 5, pp. 545-547
Persistent link: https://www.econbiz.de/10011340286
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Commentaries and reply to "Can brand extension signal product quality?" by Sridhar Moorthy
Wernerfelt, Birger; Keller, Kevin Lane - 2012
This series of discussions presents commentaries and a rejoinder on the economic perspectives on branding arising from Moorthy (Moorthy S. (2012) Can brand extension signal product quality? Marketing Sci. 31(5):756-770)
Persistent link: https://www.econbiz.de/10009724867
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Commentaries and reply to "can brand extension signal product quality?" by Sridhar Moorthy
Wernerfelt, Birger; Keller, Kevin Lane; Moorthy, Sridhar - In: Marketing science : the marketing journal of the … 31 (2012) 5, pp. 771-778
Persistent link: https://www.econbiz.de/10009665101
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Strategic brand management : a European perspective
Keller, Kevin Lane; Apéria, Tony; Georgson, Mats - 2012 - 2. ed.
Persistent link: https://www.econbiz.de/10009406955
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A case for brands as assets : acquired and internally developed
Sinclair, Roger Neville; Keller, Kevin Lane - In: The journal of brand management : an international journal 21 (2014) 4, pp. 286-302
Persistent link: https://www.econbiz.de/10010362938