The introductory volume of the eponymous series focuses on the strategic alignment of companies with market and customer expectations, as well as the implementation-oriented design of customer-oriented processes. These concepts, already familiar in the realm of Customer Relationship Management (CRM), are often operationally oriented and frequently have only minimal connections to corporate management. This book aims to deepen that connection. The textbook presents the concepts of customer-centered corporate management and specifies them as key processes in marketing, customer service, and sales. It incorporates the paradigms of CRM and relates them to traditional marketing theory.