Marketing: 2024 Release ISE

SECTION 1: ASSESSING THE MARKETPLACE&nbsp;<br>&nbsp;1 Overview of Marketing&nbsp;<br>&nbsp;2 Developing Marketing Strategies and a Marketing Plan&nbsp;<br>&nbsp; &nbsp; Appendix 2a: Writing a Marketing Plan&nbsp;<br>&nbsp;3 Digital Marketing: Online, Social, and Mobile&nbsp;<br>&nbsp;4 Conscious Marketing, Corporate Social Responsibility, and Ethics&nbsp;<br>&nbsp; &nbsp; Appendix 4a: Understanding Ethics Using Scenarios&nbsp;<br>&nbsp;5 Analyzing the Marketing Environment&nbsp;<br><br>SECTION 2: UNDERSTANDING THE MARKETPLACE&nbsp;<br>&nbsp;6 Consumer Behavior&nbsp;<br>&nbsp;7 Business-to-Business Marketing<br>&nbsp;8 Global Marketing&nbsp;<br><br>SECTION 3: TARGETING THE MARKETPLACE&nbsp;<br>&nbsp;9 Segmentation, Targeting, and Positioning&nbsp;<br>10 Marketing Research and Analytics&nbsp;<br>&nbsp; &nbsp; &nbsp;Appendix 10a: Using Secondary Data to Assess Customer Lifetime Value (CLV)&nbsp;<br><br>SECTION 4: VALUE CREATION&nbsp;<br>11 Product, Branding, and Packaging Decisions<br>12 Developing New Products&nbsp;<br>13 Services: The Intangible Product&nbsp;<br><br>SECTION 5: VALUE CAPTURE&nbsp;<br>14 Pricing Concepts for Capturing Value&nbsp;<br>15 Strategic Pricing Methods and Tactics<br>&nbsp;<br>SECTION 6: VALUE DELIVERY: DESIGNING THE SUPPLY CHAIN AND MARKETING CHANNELS&nbsp;<br>16 Supply Chain and Marketing Channel Management&nbsp;<br>17 Retailing and Omnichannel Marketing&nbsp;<br><br>SECTION 7: VALUE COMMUNICATION&nbsp;<br>18 Integrated Marketing Communications&nbsp;<br>19 Advertising, Public Relations, and Sales Promotions<br>20 Personal Selling and Sales Management<br>