{"product_id":"selling-the-abstract-understanding-amit-khanduja-9789376310616","title":"Selling the Abstract - Understanding the Nuances of IT Services and SAAS Marketing","description":"\u003cp\u003eWhen 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.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eSelling 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.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe 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.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Amit Khanduja\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 9376310616\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9789376310616\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e White Falcon Publishing\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 06\/21\/2026\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 246\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.10lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.00w x 0.69d","brand":"Amit Khanduja","offers":[{"title":"Hardcover","offer_id":48852988100863,"sku":"9789376310616","price":24.0,"currency_code":"USD","in_stock":true}],"url":"https:\/\/www.whiterainbookhouse.com\/products\/selling-the-abstract-understanding-amit-khanduja-9789376310616","provider":"WR Book House","version":"1.0","type":"link"}