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More and more managers are looking for customer focus to help fight the pressures of rising costs, global competition and falling sales. But it's not simply a case of trying to get closer to your customers. There are more strategic decisions that if made can make your marketing more lean, more focused and more successful. "Managing Customers and Markets" explores what market orientation means and the key things you need to be able to do as a manager to make a difference. Understand market orientation and what it means for you. Recognise ways you can contribute to customer value in your organisation. Explore how to improve customer satisfaction and customer relationships. Evaluate your competitive advantage and changes that could be made to structure, products and services to enhance the offer. Identify techniques for developing new markets and products. The book contains authoritative but accessible and lively material. It features new, exciting and flexible approach to management development.