How can I cook more flavorful Chicken through and through? When I cook chicken, the flavor seems to be concentrated in the skin.  But when I get a rotisserie chicken from Costco, it seems to be very flavorful through and through, beyond just the skin.

I've experimented with various seasonings, including salt/pepper, soy sauce, or various store-bought marinades. They're all good, but again, all the flavor seems to be in the skin.

In my chicken quest, and out of admiration of Costco chicken, I've purchased a Ronco Showtime Rotisserie oven, which I use regularly.  I'm quite the novice cook, so it has certainly helped the level and consistency of my chicken. However it seems to make little difference when it comes to flavor.

From what I know, cutting the chicken into pieces gives the chicken more flavor. But I'm looking for other solutions please.

How can I achieve more flavorful chicken through and through?
One option to consider to add flavour to a chicken is brining. I've personally never brined a chicken, but everytime I come across mention of it in a foodie blog, forum or elsewhere, it always seems to be considered a good way to impart additional flavour into the meat.

Since writing this answer I've followed Nigella Lawson's recipe for Spiced and Superjuicy Roast Turkey which has resulted in fantastically tasty and moist turkey at Christmas every year, to the point where I won't countenance turkey at Christmas without brining it now. If this translates as well to chicken (which I fully admit I should've tried by now!) then it's well worth the time and effort.