A Practitioner's Guide to Account-Based Marketing

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

Second edition

Paperback (03 Jun 2021)

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Publisher's 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 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.

Book information

ISBN: 9781398600874
Publisher: Kogan Page
Imprint: KoganPage
Pub date:
Edition: Second edition
DEWEY: 658.804
DEWEY edition: 23
Language: English
Number of pages: 312
Weight: 486g
Height: 157mm
Width: 235mm
Spine width: 22mm