A practitioner's guide to account-based marketing : (Record no. 34316)
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| LIBRARY OF CONGRESS CONTROL NUMBER | |
|---|---|
| LC control number | 2016050881 |
| INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780749479893 |
| DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Call number | 658.804 BU PR |
| MAIN ENTRY--PERSONAL NAME | |
| Authors | Burgess, Bev |
| TITLE STATEMENT | |
| Title | A practitioner's guide to account-based marketing : |
| Subtitle | accelerating growth in strategic accounts |
| Statement of responsibility, etc | Bev Burgess, Dave Munn |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | New York : |
| Publisher | Kogan Page, |
| Date | c2017. |
| PHYSICAL DESCRIPTION | |
| Extent | xx, 265 p. : |
| Other Details | ill. ; |
| Size | 24 cm. |
| CONTENTS | |
| Contents | The essentials of account-based marketing -- Building the right foundations for account-based marketing -- Investing in the right tools and technologies -- Deciding which accounts to focus on -- The abm adoption model -- Account-based marketing step-by-step -- Knowing what is driving the account -- Playing to the client's needs -- Mapping and profiling stakeholders -- Developing targeted value propositions -- Planning integrated sales and marketing campaigns -- Executing integrated campaigns -- Evaluating results and updating plans -- Developing your career as an account-based marketer -- The competencies you need to do account-based marketing -- Managing your abm career -- Index. |
| SUMMARY | |
| Summary | Account-based marketing, also known as client-centric marketing, is in the process of transforming modern marketing practice. It involves taking a strategic approach to business to business marketing, whereby important individual accounts are treated as markets in their own right. After all, many of the world's leading companies have annual revenues the size of some countries' GDP, so for the businesses that provide services and solutions to these companies, such key accounts truly do represent a global market. A Practitioner's Guide to Account-Based Marketing explores the development of account-based marketing (ABM) as a business practice, and outlines a clear, step-by-step process for readers who wish to set up an ABM programme to accelerate growth. Rich with fascinating case studies and personal stories, A Practitioner's Guide to Account-Based Marketing offers readers privileged access to lessons learned by pioneering companies in the field, including BT, Fujitsu, IBM, Juniper Networks, Microsoft, SAP, and many more. The text is fully endorsed by the Information Technology Services Marketing Association (ITSMA), who run the only formally recognized qualification in the sector: the Account-Based Marketing Certification Programme. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers strengthen relationships, build reputation, and increase revenues in their most important accounts. |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Marketing |
| General | Key accounts |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Selling |
| General | Key accounts |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Relationship marketing |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Industrial marketing |
| General | Management |
| ADDED ENTRY | |
| Name | Munn, Dave |
| MAIN ENTRY--PERSONAL NAME | |
| -- | 19763 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 19764 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 19765 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 920 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 19766 |
| ADDED ENTRY | |
| -- | 19767 |
| Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Permanent location | Current location | Shelving location | Date acquired | Source of acquisition | Full call number | Barcode | Date last seen | Price effective from | Koha item type | Public note |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| University of Wollongong in Dubai | University of Wollongong in Dubai | Main Collection | 2018-07-08 | UNISHOP | 658.804 BU PR | T0060071 | 2018-06-14 | 2018-06-14 | REGULAR | July2018 |