A marketer is faced with one fundamental issue in developing brand marketing strategy: a choice between adopting an Image marketing strategy as recommended by David Oglivy versus influencing consumer choice through a Unique Selling Proposition as recommended by Rosser Reeves. In simpler terms using an emotional vs. functional/rational appeal. To help make this decision, the marketer must research consumer motivations and determine for his product/service category whether consumer choice of a brand is based on its image or on its functional attributes.[...] / Un specialiste de marketing doit faire face a un aboutissement fondamental lorsquTil met au point une strategie de marketing: un choix entre d’une part l’adoption d’une strategie mettant en valeur lfimage d!un certain produit, comme le recommende David Oglivy, et d*autre part 1Tinfluence du choix du consommateur au moyen d!une proposition de vente exceptionnelle, comme le recom- -mende Rosser Reeves. En termes plus simples, lTattrait de l’emotionnel contre l’attrait du rationnel/fontionnel. Afin de l1aider a prendre cette decision, le specialiste de marketing doit etudier les motivations du consommateur et determiner pour la categorie de son produit/service si le choix du consommateur pour une cer- -tame marque est base sur son aspect ou sur ses qualites fonctionnelles.[...]

Typescript. / Thesis (Ph. D.)--University of Hawaii, 1968. / Bibliography: leaves 385-386. / vii, 386 l graphs, tables

Thesis (PhDBusinessAdministration)--University of South Australia, 2004.

Thesis (MStatistics)--University of South Australia, 2000

Thesis (M.Bus.)--University of South Australia, 1996.

Thesis (M.S.)--Oregon State University, 2008. / Printout. Includes bibliographical references (leaves 44-45). Also available on the World Wide Web.

Thesis (M.A.)--Cleveland State University, 2008. / Abstract. Title from PDF t.p. (viewed on Nov. 6, 2008). Includes bibliographical references (p. 57-64) and appendices. Available online via the OhioLINK ETD Center. Also available in print.

Thesis (Ph. D.)--University of Washington, 2008. / Vita. Includes bibliographical references (leaves 104-110).

Thesis (Ph.D.)(Food Science))--University of Pretoria, 2008. / Includes bibliographical references. Available on the Internet via the World Wide Web.

Thesis (Ph.D.)--Kent State University, 2007. / Title from PDF t.p. (viewed Apr. 8, 2009). Advisor: Michael Y. Hu. Keywords: brand extensions, network effect, brand management. Includes bibliographical references.