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A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts - Couverture souple

Burgess, Bev; Munn, Dave

 
9781398600874: A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts
Couverture souple
ISBN 10 : 1398600873 ISBN 13 : 9781398600874
Editeur : Kogan Page, 2021

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Dave Munn, based in Massachusetts, US, is a recognized thought leader in B2B services and solutions marketing. As President and CEO of ITSMA, he has led the way in defining and inspiring excellence within the ITSMA global community. Dave helped pioneer the discipline of Account-Based Marketing (ABM) in the early 2000s and is co-author of the first and second edition of, A Practitioner's Guide to Account-Based Marketing.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Kogan Page
Date d'édition
2021
Langue
anglais
ISBN 10 
1398600873
ISBN 13 
9781398600874
Reliure
Broché
Numéro d'édition
2
Nombre de pages
312
Coordonnées du fabricant
non disponible
Personne responsable
eucomply OÜ
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