The study focuses on the analysis of market orientation and its effects on two of the most significant sectors in the Valencian Community: the ceramics sector and the tourism sector. Particularly, there arises the need for companies in these sectors to adopt market orientation as a management...

This study puts forward a procedure for assessing the results of television advertising media plans. It innovates by requiring only information on audience figures for the television media, to determine the distribution of exposures generated by plans using multiple media vehicles and multiple...

Taking as its core the attitude toward the advertisement, this study attempts to determine the mechanisms through which advertising influences consumers' attitudes and buying behaviour. These mechanisms are analysed in terms of involvement with the message and with the execution of the ad, and...