Kevin Lane Keller's scientific contributions

Publications (15)

Book
Full-text available
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...
Book
Full-text available
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...
Article
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...
Article
Full-text available
1. vyd. Přeloženo z angličtiny Na tit. s. uvedené 12. vyd. patří anglickému originálu
Article
'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...
Article
Traducción de: Marketing management Incluye bibliografía e índice

Citations

... Pemasaran merupakan peranan sesebuah institusi atau persendirian untuk membina, mengendalikan proses, menghebahkan dan memperkenalkan produk kepada masyarakat sebagai orang ketiga dalam piramid perniagaan yang mampu memberi pulangan keuntungan kepada institusi berkenaan melalui urusan jual beli (Philip, 2009). Dalam hal ini, francaisor akan berusaha sedapat mungkin menjayakan aspek pemasaran kerana ia menjadi tulang belakang utama untuk membolehkan francaisnya diketahui oleh pelanggan. ...
... As multiple writers have stressed, destinations must go through various technical phases, i.e. aspects of the destination branding process, in order to build a powerful destination brand. (Anholt, 2007ETC/UNWTO, 2009Kotler and Keller, 2012;Paliaga, 2007). Identifying potential target groups is the first stage in the destination branding process. ...
... 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]). ...
... Thus, investigating the drivers of passenger recommendation decisions based on user-generated online ratings and reviews can add to the existing literature and be valuable to airline industry stakeholders. Kotler and Kevin (2012) highlighted the crucial role of service quality in facilitating customer satisfaction with increased profitability and low costs. Service quality is considered critical for the sustainability of all businesses, and the same holds for the airline industry. ...
... Indeed, depicting people in B2B advertising appears to be a more common strategy than depicting products alone; only 12% of advertisements in the sample showcased only a product (excluding 10 cases where products were presented alongside an endorser). This observation underscores the dominant role of nonproduct-related imagery associations in B2B advertising (Keller & Kotler, 2012). ...
... In today's business world, the marketing process is based on the interaction between the customer and the business (Abayi & Khoshtinat, 2016), so it is important for marketers to recognize the significance of reactively adapting to customers through the marketing concept (Yelkur, 2000). Marketing is a significant part of the business strategy (Limcharoen, 2005) which authorizes any business to make an innovative new product or rises sales to customers (Kotler et al., 2012). So, B2B marketers use brand-building strategies to enable prospective customers to differentiate efficiently and confidently between the offerings within a competitive set (Brown et al., 2012). ...
... 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. ...
... In 1990, Gronroos defined services as activities or interactions between customers and service providers, where the latter provided solutions to the needs of the former. Kotler et al. (2014) defined services as "a form of product that consists of activities, benefits or satisfactions offered for sale that is essentially intangible and doesn't result in the ownership of anything". Baker, 2003) has indicated how difficult is to define a service, but he said that the contemporary concepts of services concentrate on the fact that no tangible output is generated by the service itself, though it may be instrumental in producing some tangible output. ...
... Estos cambios ocurridos en el ambiente de marketing han despertado en las empresas la necesidad de adoptar un concepto de marketing más completo y cohesivo, con una perspectiva amplia e integrada de todos los programas, procesos y actividades de marketing. A ese concepto Kotler y Keller (2006) denominan Marketing Holístico, conformado de cuatro componentes: marketing relacional, marketing integrado, marketing interno y marketing de responsabilidad social. ...
... According to Tjiptono (2018), innovation is the application of an idea to a new product or process. Innovation is a term used to describe products, services, and even concepts that are considered novel (Kotler et al., 2019). ...