PART 1 Fundamentals of Marketing Management Chapter 1 Chapter 2 Defining Marketing for the New Realities. Marketing Planning and Management. PART 2 Understanding the Market Chapter 3 Chapter 4 Chapter 5 Analyzing Consumer Markets. Analyzing Business Markets Conducting Marketing Research. PART 3 Developing a Viable Market Strategy Chapter 6 Chapter 7 Identifying Market Segments and Target Customers. Crafting a Customer Value Proposition and Positioning PART 4 Designing Value. Chapter 8 Chapter 9 Designing and Managing Products Designing and Managing Services. Chapter 10 Building Strong Brands Chapter 11 Managing Pricing and Sales Promotions. PART 5 Communicating Value Chapter 12 Managing Marketing Communications Chapter 13 Designing an Integrated Marketing Campaign in the Digital Age Chapter 14 Personal Selling and Direct Marketing PART 6 Delivering Value Chapter 15 Designing and Managing Distribution Channels Chapter 16 Managing Retailing PART 7 Managing Growth Chapter 17 Driving Growth in Competitive Markets Chapter 18 Developing New Market Offerings Chapter 19 Building Customer Loyalty Chapter 20 Tapping into Global Markets. Chapter 21 Environmental, Social, and Governance Issues in Marketing