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Everything that a marketer

must know how to do
Functional Emotional
Benefits Benefits

Consumer RTBs
Owned
Media
Enemy Brand Strategies
Earned
Media
Shared Positioning Positioning
Statement Key Issues Tactics
Media
Consumer
Insights Goals Retail
Winning
Paid
Media
Brand Advertising
Tone Target
Concepts Strategic
Story Consumer
Purpose
Plan Innovation

Creative Creative
Brief Idea Communications
Vision
Communications
Financials
NPD Strategy
Production Revenue
Market COGs
NPD Launch Results
Research Plan
Everything
Product Business
Priorities
R&D that a marketer P&L
Innovation Plan
must know Results Program
Idea Budgets
Pipeline
how to do Shareholders
Brainstorm
NPD Investment Forecasting
Research
Pricing Behaviors
Customer
Prioritization Values
Customer Brand
Acquisition Story
Key Accounts
Leadership

In-Store
Purchase Buyer
Consumer
Insights Organization Talent
Experience Moment Relations
Trends Purpose Culture
Voice of
Consumer Organization
Customer Funnel
Structure
E Commerce Analytics
Consumer Tracking Internal
Messages
Experience
Customer Consumer
Marketing Program Training
Tracking
Tracking

Service Consumer
Systems Experience
Service
Values