This chapter summarizes a case study involving recycled steel trader Abbey Steel Ltd. The company, with the assistance of the University of Hertfordshire Academics enhanced its customer retention by designing and implementing a certified green co-branding scheme which greatly enhanced its relationship wioth a main supplier.
|Title of host publication||Business to Business Marketing|
|Subtitle of host publication||Relationships, networks and strategies|
|Publisher||Oxford University Press (OUP)|
|ISBN (Print)||9780199551682, 0199551685|
|Publication status||Published - 2010|
- Co-branding;green marketing