All retailers, whether part of a branch system, within a cooperative trading group, or as independent entrepreneurs, pursue the same goal: to win and secure the favor of customers in the long term. In the intense competition for market shares, this can only be achieved through systematic and consistent trade marketing. This textbook demonstrates the range of market-oriented marketing tools in retail, provides an overview of the objectives that can be pursued with each tool, explains the informational foundations required for the use of these tools, and presents methods and criteria to make targeted decisions regarding their application. New in the second edition: examples from corporate practice at the end of each instrumental area, as well as a detailed presentation of the marketing tools.