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Understand how traditional marketing methods can be directly applied in B2B businesses to deliver results across reputation, relationships and revenue with your top customers.
List of contents
Chapter - 00: Foreword Chapter - 01: How ABM is Reshaping B2B Marketing Chapter - 02: The Business Perspective Chapter - 03: The Customer's Perspective Chapter - 04: Designing The Right ABM Strategy for Your Business Chapter - 05: Strategic ABM Chapter - 06: Scenario ABM Chapter - 07: Segment ABM Chapter - 08: Programmatic ABM Chapter - 09: Pursuit Marketing Chapter - 10: Building Your Capability Chapter - 11: Looking Ahead
About the author
Bev Burgess, based in Kent, UK, is Founder and Managing Principal at Inflexion Group. She has held senior marketing roles at British Gas, Epson and Fujitsu and headed ITSMA's global Account-Based Marketing (ABM) practice and European business. Since she codified ABM in 2003, she has personally helped over 40 of the world's most influential firms accelerate account growth using ABM techniques through her consulting, training and thought leadership.Dr. Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is known to many as the author of what is widely recognised as the most authoritative textbook on marketing: Marketing Management, now in its 15th edition. He has also authored or co-authored dozens of leading books on marketing.
