A practitioner's guide to account-based marketing
Subtitle: accelerating growth in strategic accounts
By: Bev Burgess, Dave Munn
Contributors: Munn, Dave, author
Publisher: Kogan Page
Published: 2017
Language: eng
Number of pages: 265
ISBN-13: 9780749479893
Subjects: Management; Selling; Marketing; Key accounts; Relationship marketing; Industrial marketing
Notes: Includes bibliographical references and index.
Table of contents: title: The essentials of account-based marketing; title: Building the right foundations for account-based marketing; title: Investing in the right tools and technologies; title: Deciding which accounts to focus on; title: The abm adoption model; title: Account-based marketing step-by-step; title: Knowing what is driving the account; title: Playing to the client's needs; title: Mapping and profiling stakeholders; title: Developing targeted value propositions; title: Planning integrated sales and marketing campaigns; title: Executing integrated campaigns; title: Evaluating results and updating plans; title: Developing your career as an account-based marketer; title: The competencies you need to do account-based marketing; title: Managing your ABM career; title: Index.