Abstract
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.
| Original language | English |
|---|---|
| Title of host publication | Business to Business Marketing |
| Subtitle of host publication | Relationships, networks and strategies |
| Editors | Nick Ellis |
| Publisher | Oxford University Press (OUP) |
| Pages | 285-288 |
| Edition | 1 |
| ISBN (Print) | 9780199551682, 0199551685 |
| Publication status | Published - 2010 |
Keywords
- Co-branding;green marketing