Are you currently working in marketing at an IT company, looking to enter this field, or planning to strengthen the marketing department in your company? Or are you making a significant contribution to your company's marketing success from another role, such as a product manager in the development department? If so, you are in the right place. This book provides you with all the essential tools to successfully implement your goals. For instance, it reveals the key thought patterns in marketing that are necessary in the IT sector. Additionally, you will gain insights into the necessary methods, tools, and instruments for improved market and customer orientation. The content is systematically organized in the form of process representations, making it extremely practical. Furthermore, the applicability of the methods is illustrated through examples.