Presents a collection of working papers from the Marketing Science Institute (MSI). Material demonstrates the importance of market orientation on organizational culture, on strategy, and on tactics. Topics discussed include the effect of market orientation on business profitability, market orientation in small firms, and the influence of market orientation on channel relationships. All chapters were originally published as MSI working papers, and most represent research that MSI supported through financial and nonfinancial means. Paper edition (unseen) $29.95. Annotation c. Book News, Inc., Portland, OR (booknew.com)