MARC details
| 000 -LEADER |
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| fixed length control field |
02939nam a22002537a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20240718110443.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
221123b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781398600874 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.804 |
| Item number |
BUR |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Burgess, Bev |
| 9 (RLIN) |
9219 |
| 245 ## - TITLE STATEMENT |
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| Title |
A practitioner's guide to account-based marketing: |
| Remainder of title |
accelerating growth in strategic accounts |
| 250 ## - EDITION STATEMENT |
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| Edition statement |
2nd |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Name of publisher, distributor, etc. |
Kogan Page |
| Place of publication, distribution, etc. |
London |
| Date of publication, distribution, etc. |
2021 |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
xxii, 284 p. |
| 365 ## - TRADE PRICE |
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| Price type code |
GBP |
| Price amount |
29.99 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc. note |
Table of contents Section - ONE: Setting up an account-based marketing programme;Section - 01: The essentials of account-based marketing;Section - 02: Building the right foundations for account-based marketing;Section - 03: Investing in the right tools and technologies;Section - 04: Deciding which accounts to focus on;Section - 05: The ABM adoption model;Section - TWO: Account-based marketing step by step;Section - 06: Knowing what is driving the account;Section - 07: Playing to the client's needs;Section - 08: Mapping and profiling stakeholders;Section - 09: Developing targeted value propositions;Section - 10: Planning integrated sales and marketing campaigns;Section - 11: Executing integrated campaigns;Section - 12: Evaluating results and updating plans;Section - THREE: Developing your career as an account-based marketer;Section - 13: The competencies you need to do account-based marketing;Section - 14: Managing your ABM career;Section - 15: Index |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
About the book 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. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Marketing--Key accounts |
| 9 (RLIN) |
5303 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Relationship marketing |
| 9 (RLIN) |
997 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Selling--Key accounts |
| 9 (RLIN) |
5304 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Industrial marketing--Management |
| 9 (RLIN) |
347 |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Munn, Dave |
| 9 (RLIN) |
10322 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Book |
