Concepedia

Account-based Advertising

Account-Based Advertising is a strategic marketing approach that targets specific, high-value accounts with personalized advertising content by leveraging data-driven insights and digital ad platforms to align messaging with the unique characteristics and needs of each account.

16

Publications

554

Citations

26

Authors

15

Institutions

Publications per year

2017–2026

2

Parents

Publications

16

Global account management: the new frontier in relationship marketing

George S. Yip, Tammy L. Madsen · International Marketing Review · 1996 · 131 citations · Full text

, , +12

Using qualitative research in advertising: strategies, techniques, and applications

Choice Reviews Online · 2012 · 66 citations

, , +17

Account planning Current agency perspectives on an advertising enigma

Chris Hackley · Journal of Advertising Research · 2003 · 44 citations

, , +11

How divergent beliefs cause account team conflict

Chris Hackley · International Journal of Advertising · 2003 · 43 citations

, , +14

From consumer insight to advertising strategy: the account planner’s integrative role in creative advertising development

Chris Hackley · Marketing Intelligence & Planning · 2003 · 42 citations

, , +17

1–5 of 16

Authors

26

  1. CH
    Chris Hackley

    Royal Holloway University of London, United Kingdom

    3 publications · 129 citations

    3

    h-index

  2. HP
    Hemant Patwardhan

    Winthrop University, United States

    1 publications · 10 citations

    1

    h-index

  3. TG
    Thomas G. Hodge

    University of Mississippi, United States

    1 publications · 14 citations

    1

    h-index

  4. CG
    Charlotte Gilmore

    University of St Andrews, United Kingdom

    1 publications · 33 citations

    1

    h-index

  5. JP
    John Parker

    Macquarie University, Australia

    1 publications · 39 citations

    1

    h-index

1–5 of 26

Institutions

15

  1. University of Birmingham

    Birmingham, United Kingdom

    3 h-index

    3 publications

    129 citations

  2. University of Strathclyde

    Glasgow, United Kingdom

    1 h-index

    1 publications

    33 citations

  3. Southern Methodist University

    Dallas, United States

    1 h-index

    1 publications

    131 citations

  4. University of Tennessee at Knoxville

    Knoxville, United States

    1 h-index

    2 publications

    32 citations

  5. Macquarie University

    Sydney, Australia

    1 h-index

    3 publications

    117 citations

  6. Winthrop University

    Rock Hill, United States

    1 h-index

    2 publications

    20 citations

  7. University of Edinburgh

    Edinburgh, United Kingdom

    1 h-index

    1 publications

    33 citations

  8. The University of Texas at Austin

    Austin, United States

    1 h-index

    1 publications

    12 citations

1–8 of 15

Venues

  1. Journal of Advertising

    3 publications · 98 citations

    3

    h-index

  2. International Journal of Advertising

    IJA · 3 publications · 71 citations

    3

    h-index

  3. Choice Reviews Online

    CRO · 2 publications · 78 citations

    2

    h-index

  4. Journal of Advertising Research

    JAR · 2 publications · 60 citations

    2

    h-index

  5. Marketing Intelligence & Planning

    2 publications · 57 citations

    2

    h-index

1–5