The extant literature suggests that performance may be a function of the degree to which market information is systematically collected, disseminated and responded to (i.e. market orientation). However, the majority of empirical research on the market orientation to performance relationship has...

Information Overload is a subject of immense debate among consumer marketeers; can too much information overload a consumer and cause adverse judgmental decision making? What defense mechanisms do consumers have to control against the flow of information? In a similar vein exists a lesser known...

The Hispanic market is growing and changing, providing a vital and necessary marketplace for a wide variety of products. Analyses the Hispanic market in the USA, concentrating on advertising. Identifies the Hispanic market through demographic analysis, reviews the manner in which advertisers...