Cannot get Address Book as database to sync with iphone

More specifically, iTunes is not viewing my Address Book as the source database for Contacts sync on the iPhone. It seems my iPhone's contacts (via iTunes) is trying to sync with other databases (Microsoft Outlook 11 or Palm) on the desktop computer.

Steps I've tried:

I turned off "Sync Services" in Microsoft Outlook 11 and even removed the "Main Identity" (the sync service now looks for a Palm database).

I've "Reset Sync History" in iSync, it now shows "conflicts" between the Address book and a Palm database (which I don't use anymore).

My overall question is this: How do I get my Mac to only see Address Book as the source of my iPhone's contacts sync in iTunes?

TIA for any help.