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Esade Alumni is pleased to invite you to the refresher programme talk, “Account-based Marketing: a new strategy for growing strategic customers” by professor Jaime Castelló (EMBA 03 / Retail Marketing 05), director of the master programme in marketing and sales in Madrid. In recent years, Account-based Marketing (ABM) has become one of the business strategies adopted most often by companies aiming to grow their most important customers. ABM combines the marketing department’s strategic approach and concern for customer insights, with a focus on the results and specific actions necessary for sales. This talk in the ESADE Alumni refresher programme will explore the most relevant ABM concepts, the keys factors for its implementation and its differences and similarities with more commonplace strategies such as key account management. * Prior reading is recommended: Driving B2B growth with account-based marketing Jaime Castelló Jaime Castelló has a degree in business and economics (Universidad de Valencia) and an MBA (Esade). He is currently an associate professor in Esade’s department of marketing management, where he is the coordinator of the sales management area, and he is the associate director of the EsadeExecutive MBA in Madrid. Jaime has been in charge of the Executive Master in marketing management at Esadefor four years and is actively involved in the academic co-ordination of Esadeevents in Madrid. Before joining Esadein October 2005, he worked in the commercial realm of FMCG companies in Spain and elsewhere in Europe. He has held management positions in marketing, trade marketing and sales in big Spanish food companies. As a result he has considerable experience in the food product marketing of foremost companies and international brands. His career is rounded off by his experience with sales teams in Spanish companies and multinationals in B2B sales and the management of key accounts in distribution multinationals. Speaker at more than 200 national and international conferences on strategy, innovation and technology management.

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Language: Spanish

  • #Marketing y Comunicación

Account Based Marketing. Una nueva perspectiva para las ventas en B2B

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