University of Hertfordshire

By the same authors

Abbey Steel: Conquering the steel recycling market

Research output: Chapter in Book/Report/Conference proceedingChapter

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Original languageEnglish
Title of host publicationBusiness to Business Marketing
Subtitle of host publicationRelationships, networks and strategies
EditorsNick Ellis
PublisherOxford University Publishing
ISBN (Print)9780199551682, 0199551685
Publication statusPublished - 2010


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.

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