Kevin Lane Keller's scientific contributions
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Publications (17)
Weltweit erfolgreichstes Standardwerk im Marketing / "Bibel des Marketing"
Der Bestseller „Marketing-Management“ von Philip Kotler, Kevin Keller und Marc Opresnik ist das weltweit erfolgreichste Standardwerk im Marketing und wird weithin als die
„Bibel des Marketing“ bezeichnet.
Die 15. Auflage von Marketing-Management ist ein Meilenstein in der...
This international edition of Marketing Management is designed to introduce new best practices and strategic frameworks to further enhance learning about the Arab world. We retained the key theme of holistic marketing, and the recognition that “everything matters” with marketing and that a broad, integrated perspective is often necessary. This them...
The American edition of Marketing Management is the world's leading marketing text because its content and organization consistently reflect changes in marketing theory and practice . This new European Edition of Marketing Management has been inspired by the American edition and explores the challenges facing European marketing practitioners, with...
First Ukrainian Adapted Edition of the world Marketing text-book bestseller by Dr. Philip Kotler and K.L. Keller
1. vyd. Přeloženo z angličtiny Na tit. s. uvedené 12. vyd. patří anglickému originálu
'Marketingmanagement, de essentie' biedt een volledige introductie in modern marketingmanagement. De nieuwste concepten en onderzoeksresultaten komen aan bod. Zo wordt veel aandacht besteed aan holistische marketing en is de impact van technologische ontwikkelingen op hedendaagse marketing in deze vierde editie een belangrijk thema. De aandacht voo...
Traducción de: Marketing management Incluye bibliografía e índice
Citations
... During a pandemic, city lockdowns and interpersonal restrictions have threatened the survival of beauty technicians, so the "BIMP threeparty appointment platform" is an effective method of ensuring consumption and increasing employment opportunities. An understanding of customers' lives and needs is required to promote the most suitable products and services to people whom they benefit (Keller and Kotler, 2012). ...
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... According to Kotler & Keller (2012) Word of mouth Communication (WOM) or communication from mouth to mouth is a communication process in the form of positive recommendation by individual or group to to give information about product or purposeful service. Word-of-mouth communication (WOM) is generally recognized to play significant role in influencing and shaping consumers behavior. ...
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... Minat beli akan muncul dengan sendirinya ketika seseorang telah melihat suatu produk yang disukainya (Philip & Keller, 2016). Meski demikian, minat beli juga seringkali dipengaruhi oleh kondisikondisi tertentu, seperti faktor eksternal yang bisa berupa tawaran dari tim pemasaran dll, besarnya daya tarik yang bisa dikondisikan oleh tim pemasaran sangat memungkinkan untuk menaikkan minat beli konsumen (Suprina et al., 2020). ...
... These questions imply that one of the most important goals of sales management is to adapt to the challenges posed by the economic sphere to the personal level of their employees, and it is influenced by the selection of human resources and the personality traits of salespeople (Bauer-Berács [2017]). As Kotler and Keller [2016] argue 'the secret of sales success is the selection of effective sellers.' According to the authors, 25% of the best salespersons account for more than 52% of total sales, and employing people unfit for the job is a big waste of money (Kotler-Keller [2016]). ...
... A study that considers these factors across different industries is reflected in Teng et al. (2007). Customer purchase behavior has been explained using the concepts of brand performance, brand feeling, brand judgment, and customer satisfaction (Kotler & Keller, 2011). These concepts have been used to develop three research assumptions which will be further presented in this study. ...
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... There are several key factors that play a role in determining consumer behavior, including previous experiences, likes and dislikes, and the impact of price and branding. According to Kotler and Keller (2022), these are the key areas that consumers consider when making a purchase decision. By understanding the impact these factors have on consumer behavior, companies can develop more effective marketing strategies that reach their target audiences and drive sales. ...
... This represents the success of the campaign. According to ( Kotler, et al, 2012) they define the Brand Awareness as "Consumers' ability to identify the brand under different conditions, as reflected by their brand recognition or recall performance" and we think that the subservient chicken campaign was able to rebuild and improve the awareness of the Burger King brand at all . ...
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... Consumer buying behaviour is considered to be an inseparable part of marketing, and Kotler and Keller (2006) explained that consumer buying behaviour is the study of the ways of buying and disposing of goods, services, ideas or experiences by the individuals, groups and organisations in order to satisfy their needs and wants. ...
![[object Object]](https://i1.rgstatic.net/ii/profile.image/277204425560069-1443102093832_Q64/Henry-Robben.jpg)
... Business actors are required to achieve marketing performance in order to compete competitively to seize these opportunities. Marketing performance is a key factor in the company's business success (4). Marketing performance can be measured through sales revenue, profit, customer satisfaction and loyalty, service quality, brand equity, effectiveness and efficiency in carrying out these activities (5). ...
... Unsur bauran pemasaran lainya yang sering digunakan dalam persaingan bisnis telekomunikasi saat ini adalah promosi. Promosi merupakan bauran pemasaran yang penting untuk dilaksanakan oleh suatu perusahaan dalam memasarkan produk (Kotler, 2012). ...
