A practitioner's guide to account-based marketing : accelerating growth in strategic accounts
(Book)

Book Cover
Average Rating
Contributors
Munn, Dave, author.
Published
London ; Kogan Page, 2021.
Format
Book
Edition
Second edition.
Physical Desc
xxii, 284 pages : illustrations ; 24 cm
Status
Land O'Lakes Branch Library - BOOK - Adult
658.804 BURGESS
1 available

Description

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Published
London ; Kogan Page, 2021.
Edition
Second edition.
Language
English

Notes

Bibliography
Includes bibliographical references and index.
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"--
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"--

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LocationCall NumberStatus
Land O'Lakes Branch Library - BOOK - Adult658.804 BURGESSOn Shelf

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Citations

APA Citation, 7th Edition (style guide)

Burgess, B., & Munn, D. (2021). A practitioner's guide to account-based marketing: accelerating growth in strategic accounts (Second edition.). Kogan Page.

Chicago / Turabian - Author Date Citation, 17th Edition (style guide)

Burgess, Bev and Dave, Munn. 2021. A Practitioner's Guide to Account-based Marketing: Accelerating Growth in Strategic Accounts. Kogan Page.

Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)

Burgess, Bev and Dave, Munn. A Practitioner's Guide to Account-based Marketing: Accelerating Growth in Strategic Accounts Kogan Page, 2021.

MLA Citation, 9th Edition (style guide)

Burgess, Bev,, and Dave Munn. A Practitioner's Guide to Account-based Marketing: Accelerating Growth in Strategic Accounts Second edition., Kogan Page, 2021.

Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.

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