Considerable research suggests that advertising executional cues can influence communication
effectiveness. Related research indicates that communication effectiveness is in part …

Over the past ten years, significant progress has been made in the market orientation area.
Scholarly attention has focused on the definition, measurement, and impact of a market …

The trustworthiness of self-reported sexual behavior data has been questioned since Kinsey'
pioneering surveys of sexuality in the United States (Kinsey et al., 1948, 1953). In the era of …

This research addresses three questions: (1) Why are some organizations more market-oriented
than others? (2) What effect does a market orientation have on employees and …

The literature reflects remarkably little effort to develop a framework for understanding the
implementation of the marketing concept. The authors synthesize extant knowledge on the …

Conveying a brand image to a target market is a fundamental marketing activity. The authors
present a normative framework, termed brand concept management (BCM), for selecting, …

In recent years, academic and practitioner interest has focused on market orientation and
factors that engender this orientation in organizations. However, much less attention has been …

The authors provide a framework and a set of research propositions that capture and extend
current theory on information processing from advertisements. The integrative attitude …

Historically, marketing control research has involved either the development of output-oriented
financial controls or the analysis of how financial controls affect performance. This work …

The purpose of this article is to discuss two approaches to being market oriented—a market-driven
approach and a driving-markets approach. Market driven refers to a business …