A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts

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—b...