True marketing orientation requires that marketing addresses all changes in the environment, continuously aligns itself with the surroundings, and derives the appropriate consequences for the company. Hermann Sabel and Christoph Weiser meet this demand. They highlight the relevant changes in the environment through the 4 Cs: Customers, Competitors, Channels, and the "Club," the regulatory system, and discuss the implications for the reinterpretation of the 4 Ps of marketing: Product, Place, Promotion, Price. The tools for implementing the marketing strategy consist of the 4 Ms: Patterns, Models, Methods, and Management. The 4th edition has been updated and expanded to include topics such as topping the USPs, idea competition, brand efficiency, and experience curve.