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Practitioner's Guide to Account-Based Marketing

By Bev Burgess

Practitioner's Guide to Account-Based Marketing Law

Practitioner's Guide to Account-Based Marketing

Only 1 item left in stock
Description
As some of today's major and complex companies are worth more than the GDPs of some countries, traditional marketing approaches, such as glossy corporate campaigns, will have limited returns. Account-based marketing, also known as client-centric marketing, treats important individual accounts as markets in their own right, to help strengthen relationships, build reputation, and increase revenues in important accounts. A Practitioner's Guide to Account-Based Marketing outlines a clear, step-by-step process for readers to harness ABM tools and techniques and set up ABM programmes. Featuring insights from practising professionals and case studies from organizations including Microsoft, Accenture, O2 and Fujitsu, it also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career. This updated second edition contains further discussion on how ABM initiatives can go from a pilot to being embedded in a business, new material on quantified value propositions and updated wider research. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers to deliver successful B2B marketing.
Product details
Binding:
Paperback
Edition:
2
Number of Pages:
312
Release Date:
2021-06-03
Publication Date:
2021-06-29
Publisher:
Kogan Page
Languages:
Original: English
ISBN10:
1398600873
ISBN13:
9781398600874
GPSR Manufacturer Reference:
[email protected]
Weight:
477 g
Height:
156 cm
Width:
234 cm
Thickness:
17 cm
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Very good
Almost no signs of wear. Book pages have no markings, accessories are intact and all other media are in good condition.
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