This anthology presents contributions to market-oriented management that have been developed at the Institute for Market-Oriented Management at the University of Mannheim in recent years. The authors address market-oriented management at both the organizational and individual levels, examining the topic from a practical perspective. In both academia and practice, the term market-oriented management has been used increasingly in recent years, and the necessity of aligning the company with the sales market is undisputed. The Institute for Market-Oriented Management at the University of Mannheim has extensively engaged with this topic. The most important works on market-oriented management from the IMU are presented in this anthology.