{"product_id":"9783031880742","title":"The Research Contributions of Donald R. Lehmann to Marketing, Volume 5 Advertising and Branding","description":"\u003ch3\u003eGreat Thinkers in Marketing\u003c\/h3\u003e\u003ch1\u003eThe Research Contributions of Donald R. Lehmann to Marketing, Volume 5\u003c\/h1\u003e\u003ch2\u003eAdvertising and Branding\u003c\/h2\u003e\u003ch3\u003eKevin Lane Keller\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Marketing \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\n\u003cp\u003e\u003cspan lang=\"EN-IN\" style=\"font-size: 11.0pt;\"\u003eThe \"Great Thinkers in Marketing\" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legend's most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legend's work on the articles included in that volume. \u003c\/span\u003e\u003c\/p\u003e\r\n\u003cp\u003e\u003cspan lang=\"EN-IN\" style=\"font-size: 11.0pt;\"\u003eThis set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy. \u003c\/span\u003e\u003c\/p\u003e\r\n\u003cp\u003e\u003cspan lang=\"EN-IN\" style=\"font-size: 11.0pt; line-height: 107%; font-family: 'Times New Roman',serif; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-IN; mso-fareast-language: EN-IN; mso-bidi-language: AR-SA;\"\u003eThis volume, edited by Kevin Lane Keller, addresses Lehmann’s impact on advertising and branding research. Examining his work on advertising effectiveness and efficiency, it also focuses on his contributions to building and assessing brand strength. Additionally, Lehmann's exploration of communication and branding strategies for new products is discussed. Featuring an interview with Lehmann himself as well as three insightful commentaries from frequent co-authors of his, this work showcases Lehmann’s enduring influence on advertising and branding scholarship.\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/div\u003e\u003cdiv\u003e\u003cp\u003e\u003cstrong\u003e\u003cspan lang=\"EN-IN\" style=\"font-size: 11.0pt; line-height: 107%; font-family: 'Times New Roman',serif; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; mso-ansi-language: EN-IN; mso-fareast-language: EN-US; mso-bidi-language: AR-SA;\"\u003eKevin Lane Keller\u003c\/span\u003e\u003c\/strong\u003e\u003cspan lang=\"EN-IN\" style=\"font-size: 11.0pt; line-height: 107%; font-family: 'Times New Roman',serif; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; mso-ansi-language: EN-IN; mso-fareast-language: EN-US; mso-bidi-language: AR-SA;\"\u003e is the E. B. Osborn Professor of Marketing and the Senior Associate Dean for Marketing and Communications at the Tuck School of Business at Dartmouth College, USA. Through the years, he has served as brand confidant to marketers for some of the world's most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi-Strauss, L.L. Bean, Nike, Procter \u0026amp; Gamble, and Samsung. His textbook, \u003cem\u003eStrategic Brand Management\u003c\/em\u003e, co-authored with Vanitha Swaminathan, in its 5th edition, has been heralded as the “bible of branding.\u003c\/span\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e24 July 2026\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eSpringer Nature Switzerland\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003ePalgrave Macmillan\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9783031880742\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e553\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Springer Nature Switzerland","offers":[{"title":"Default Title","offer_id":44373049868428,"sku":"9783031880742","price":179.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9783031880742.jpg?v=1781087189","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9783031880742","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}