In business life, I cannot think of anything more satisfying than creating value for customers and, in the process, creating value for all stakeholders including the Planet. A few years ago, when Account Based Marketing first emerged, I said that it was a paradigm shift for the marketing domain. I have not changed my view. Please read this book to find out why. Incidentally, both authors are brilliant.
Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc, Emeritus Professor, Cranfield University School of Management