BOOK Printed creative work Lam Hong Lan The Account Story June 2017 BACKGROUND Communication industry in Vietnam has been established since 1995 when the 'open policy" started and foreign investment pouring in. However, knowledge about the industry is still very limited. The demand and interest for jobs in communications has been high, especially in account management. However, no proper school or training programs provided for the industry until recently. Books are mainly in English and according to the reader reviews, are not easy to understand as it is quite theoretically. Young people who are interested in working in account management find themselves lacking of job understanding. When I had interviewed young talents for account management position in the last 10 years or when I was invited to be the guest speaker in communication career events, same two questions have always been asked: (1) what is account management job? (2) what skills are needed? CONTRIBUTION The Account Story is the first book talking about account management job in Vietnamese language that covers (1) what account management role is all about and why it is so important in an agency, then and now; (2) what it takes to be a good account management; and (3) what are the career prospects for an account management. This helps industry practitioners or potentials have a better understanding about this position and get themselves ready for the job. SIGNIFICANCE The Account Story became a big hit in the industry with very positive feedback. Since its launch in early June 2017, it ranked #22 and #27 top 100 best-selling economic books in June and in July respectively on www.tiki.vn (the largest book distribution online in Vietnam). It's also rated 4.8/ 5 star from Tiki's reader reviews. One of them are my favorite quote"A must-have book. After reading the whole book in one go, I think this is a must-read book not only for Account management, but also for creative or CEO of service related industry"
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