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ID:34590676
大小:10.64 MB
页数:98页
时间:2019-03-08
《understanding busines s-to-business marketing in a customer solution perspective——the ibm case study》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、後旦大学万方数据硕士学位论文学校代码:10246学号:l1210690737UnderstandingBusiness·-to-·BusinessMarketinginaCustomerSolutionPerspectiveTheIBMCaseStudy院系:管理学院专业:企业管理姓名:TommasoCOLLI指导教师:GiovannaPaduIa完成日期:2013年12月13日万方数据TableofContents摘j12兽...................................................
2、................................................................3Abstract.............。.............................................................................51.Introduction.................................................................................62.Lit
3、eratureReview..................................................................82.11旦!£Q堕婪曼!lQD墨凸垫Q金!inl!lQDQ!!旦垫望璺!£i坌!丛曼£K金!lng⋯⋯⋯⋯⋯82.2.TheConceptofIndustrialMarketina.......................................82.3MainCharacteristicsofB2Bl⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.92.4Ib垒垡£i墨
4、l墨墨n垫Q!曼£垒Q也lngQ!!b垒£曼£垒垫lg虫Q!!£墨D璺垒垒!lQn垒!—Marke—tina...........................................................................112.5TheEmergenceofRelationshipMarketing............................132.5.1RelationshipMarketingintheServicesector⋯⋯⋯⋯⋯⋯⋯..142.5.2一Relati
5、onshipmarketinginthemarketforindustrialgoods.⋯..162.6TheRelationshipSpectrum.................................................:Z32.7TheImportanceofTrust......................................................263.CaseStudyMethodology.....................................
6、.........................334.IBMAnalysis...............................................................................344.1IBM’SHistory....................................................................。.354.2GlobalCorporateRecognitionandBrandValue................
7、.............394.31BM’SSolutions..................................................................⋯..⋯。404.4TheIndustriesServed.................................................................554.5BusinessPartnersandAllianc—e—s⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..575.InsightsfromtheIB
8、MGIobaICMOStudy........................................635.1—De—livervaluetoempoweredcustomers.⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯。675.2Fosterlastingconnections
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