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A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strate

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Item specifics

Condition
Brand New: A new, unread, unused book in perfect condition with no missing or damaged pages. See all condition definitionsopens in a new window or tab
ISBN-13
9781398600874
Book Title
A Practitioner's Guide to Account-Based Marketing
ISBN
9781398600874

About this product

Product Information

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 Fujitsu, Infosys, Microsoft, O2 and ServiceNow, 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 Identifiers

Publisher
Kogan Page Ltd
ISBN-13
9781398600874
eBay Product ID (ePID)
22049032249

Product Key Features

Publication Name
A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts
Subject
Marketing, Business
Publication Year
2021
Type
Textbook
Format
Paperback
Language
English
Author
Bev Burgess, Dave Munn
Number of Pages
312 Pages

Dimensions

Item Height
235 mm
Item Weight
460 g
Item Width
155 mm

Additional Product Features

Country/Region of Manufacture
United Kingdom
Title_Author
Bev Burgess, Dave Munn

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Seller business information

VAT number: AU 82107909133, GB 293967539
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