000			03165cam a2200301 i 4500
001			19459216
005			20240527132600.0
008			170123s2017 nyu b 001 0 eng
010			_a 2016050881
020			_a9780749479893
040			_aDLC _beng _cDLC _erda _dDLC
042			_apcc
050	0	0	_aHF5415.122 _b.B867 2017
100	1		_aBurgess, Bev, _eauthor.
245	1	2	_aA practitioner's guide to account-based marketing _b: accelerating growth in strategic accounts _c/ Bev Burgess, Dave Munn.
264		1	_aNew York : _bKogan Page, _c2017.
300			_axx, 265 pages ; _c24 cm
504			_aIncludes bibliographical references and index.
505	0		_aThe 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.
520			_aAccount-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.
650		0	_aMarketing _xKey accounts.
650		0	_aSelling _xKey accounts.
650		0	_aRelationship marketing.
650		0	_aIndustrial marketing _xManagement.
653			_aBibliography MSc - Marketing Management: Account-Based Marketing
700	1		_aMunn, Dave, _eauthor.
942			_2lcc
999			_c4035 _d4035