Fast Forward Series
In The New Branding Imperatives: Insights for the New Marketing Realities, Kevin Keller discusses the significant challenges faced by brand marketers today. He outlines six imperatives, from "Go beyond product performance and rational benefits" to "Take a big picture view of branding effects," and identifies research-based insights and guidelines for managers. 19 pages.
Kevin Lane Keller is the E.B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College.
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