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Practitioner's Guide to Account-Based Marketing

By Bev Burgess

Product Image: Practitioner's Guide to Account-Based Marketing

Practitioner's Guide to Account-Based Marketing

By Bev Burgess

Only 1 item left in stock
Description
Account-based marketing, also known as client-centric marketing, is in the process of transforming modern marketing practice. It involves taking a strategic approach to business to business marketing, whereby important individual accounts are treated as markets in their own right. After all, many of the world's leading companies have annual revenues the size of some countries' GDP, so for the businesses that provide services and solutions to these companies, such key accounts truly do represent a global market. A Practitioner's Guide to Account-Based Marketing explores the development of account-based marketing (ABM) as a business practice, and outlines a clear, step-by-step process for readers who wish to set up an ABM programme to accelerate growth. Rich with fascinating case studies and personal stories, A Practitioner's Guide to Account-Based Marketing offers readers privileged access to lessons learned by pioneering companies in the field, including BT, Fujitsu, IBM, Juniper Networks, Microsoft, SAP, and many more. The text is fully endorsed by the Information Technology Services Marketing Association (ITSMA), who run the only formally recognized qualification in the sector: the Account-Based Marketing Certification Programme. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers strengthen relationships, build reputation, and increase revenues in their most important accounts.
Product details
Binding:
Paperback
Edition:
1
Number of Pages:
288
Release Date:
2020-03-03
Publication Date:
2017-03-28
Publisher:
Kogan Page
Languages:
Original: English
ISBN10:
0749479892
ISBN13:
9780749479893
GPSR Manufacturer Reference:
[email protected]
Weight:
442 g
Height:
156 cm
Width:
234 cm
Thickness:
15 cm
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The items bear minimal signs of past use, such as light scratches or memories in the form of markings. These signs of wear give the items a charming character and tell stories of their previous owners, while not affecting their functionality.
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