Market orientation is a business perspective that makes the customer the focal point of a company’s total operation. Market-oriented firms seek to understand customers’ expressed and latent needs and develop superior solutions for those needs. It is an organizational culture that...

The ability to demonstrate the impact of marketing action on firm financial performance is crucial for evaluating, justifying, and optimizing the expenditure of a firm's marketing resources. This presents itself as a formidable task when one considers both the variety and potential influence of...