| 摘要 | 第4-6页 |
| Abstract | 第6页 |
| 1. Introduction | 第7-9页 |
| 2. Literature Review | 第9-33页 |
| 2.1 Introduction and Definition of Industrial Marketing | 第9页 |
| 2.2 The Concept of Industrial Marketing | 第9-10页 |
| 2.3 Main Characteristics of B2B | 第10-12页 |
| 2.4 The Crisis and Overcoming of the Paradigm of Transactional Marketing | 第12-14页 |
| 2.5 The Emergence of Relationship Marketing | 第14-24页 |
| 2.5.1 Relationship Marketing in the Service sector | 第15-17页 |
| 2.5.2 Relationship marketing in the market for industrial goods | 第17-24页 |
| 2.6 The Relationship Spectrum | 第24-27页 |
| 2.7 The Importance of Trust | 第27-33页 |
| 3. Case Study Methodology | 第33-34页 |
| 4. IBM Analysis | 第34-63页 |
| 4.1 IBM's History | 第35-39页 |
| 4.2 Global Corporate Recognition and Brand Value | 第39-40页 |
| 4.3 IBM's Solutions | 第40-55页 |
| 4.4 The Industries Served | 第55-58页 |
| 4.5 Business Partners and Alliances | 第58-63页 |
| 5. Insights from the IBM Global CMO Study | 第63-80页 |
| 5.1 Deliver value to empowered customers | 第68-71页 |
| 5.2 Foster lasting connections | 第71-74页 |
| 5.3 Capture value, measure results | 第74-78页 |
| 5.4 Get fit for the future | 第78-80页 |
| 6. Interviews with IBM Managers | 第80-88页 |
| 7. Conclusion | 第88-93页 |
| References | 第93-98页 |
| Acknowledgements | 第98-99页 |
