Regardless of whether a product or a service is offered, or whether the customer is an organization or a final consumer, the company that adopts a market orientation has the greatest potential for success in the marketplace. This study examines whether the adoption of business-to-business...

Viewing the product life cycle as an evolutionary process argues against "tailoring" strategies to fit the product's stage. More realistically, management should recognize that the strategies they (and their competitors) implement will themselves shape the PLC. Thus the PLC is not a fait...

State tourism divisions are increasingly being held accountable for generating tourism dollars. Recently, tourism analysts have called for the use of advertising tracking or split-run techniques to assess tourism advertising effectiveness. These techniques would allow for assessment of...