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Kevin Lane Keller (born June 23, 1956) is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is most notable for having authored Strategic Brand Management (Prentice Hall, 1998, 2002, 2008 and 2012), a widely used text on brand management .
More recently, Kotler and Keller added the holistic marketing concept to the list of eras in marketing. [99] Marketing theorists continue to debate whether the holistic era represents a genuine new orientation or whether it is an extension of the marketing concept.
Philip Kotler (born May 27, 1931) is an American marketing author, consultant, and professor emeritus; the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). [1] He is known for popularizing the definition of marketing mix.
According to Kotler, Keller, Koshy, and Jha (2009), [14] the final purchase decision can be disrupted by two factors: negative feedback from other customers and the level of motivation to comply or accept the feedback.
Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name.The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the products of well-known brands as better than those of lesser-known brands.
Psychographics is defined as "market research or statistics classifying population groups according to psychological variables" [1] The term psychographics is derived from the words "psychological" and "demographics" [2] Two common approaches to psychographics include analysis of consumers' activities, interests, and opinions (AIO variables), and values and lifestyles (VALS).
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In 2012 Kotler published Abundance: The Future Is Better Than You Think with Peter H. Diamandis.The book revolves around the idea that the world is getting better and in the future most people of the world will have access to clean water, food, energy, health care, education, and everything else that is necessary for a first world standard of living, thanks to technological innovation. [1]