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A Practitioner's Guide to Account-Based Marketing
Af: Dave Munn, Bev Burgess Engelsk Paperback
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kr 30
A Practitioner's Guide to Account-Based Marketing
Af: Dave Munn, Bev Burgess Engelsk Paperback

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.

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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.

Produktdetaljer
Sprog: Engelsk
Sider: 312
ISBN-13: 9781398600874
Indbinding: Paperback
Udgave:
ISBN-10: 1398600873
Udg. Dato: 3 jun 2021
Længde: 22mm
Bredde: 157mm
Højde: 235mm
Oplagsdato: 3 jun 2021
Forfatter(e): Dave Munn, Bev Burgess
Forfatter(e) Dave Munn, Bev Burgess


Kategori Forretningsstrategier


Sprog Engelsk


Indbinding Paperback


Sider 312


Udgave


Længde 22mm


Bredde 157mm


Højde 235mm


Udg. Dato 3 jun 2021


Oplagsdato 3 jun 2021

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