{ "item_title" : "Selling the Abstract - Understanding the Nuances of IT Services and SAAS Marketing", "item_author" : [" Amit Khanduja "], "item_description" : "When you sell a service, you're selling a promise. Buyers cannot evaluate what doesn't yet exist-they can only decide whether to trust you.Selling the Abstract is a guide for professional services firms navigating this fundamental challenge. Written from two decades of experience in B2B marketing, it offers a grounded approach to building credibility, reaching decision-makers, and earning consideration in complex buying cycles.The book covers positioning, content strategy, digital channels, demand generation, account-based marketing, and the evolving role of AI-always with an emphasis on practical application. Alongside frameworks and ideas, you'll find checklists, tools, and mental models designed to turn strategy into action.This is not a book of theories. It's a collection of lessons learned from campaigns that worked, pitches that didn't, and the hard-won understanding that in services marketing, trust is not a differentiator-it's the foundation.", "item_img_path" : "https://covers1.booksamillion.com/covers/bam/9/37/631/061/9376310616_b.jpg", "price_data" : { "retail_price" : "24.00", "online_price" : "24.00", "our_price" : "24.00", "club_price" : "24.00", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

Overview

Customers Also Bought

Details