Abbey Steel : Conquering the steel recycling market

Catulli, Maurizio (2010) Abbey Steel : Conquering the steel recycling market. In: Business to Business Marketing : Relationships, networks and strategies. Oxford University Press (OUP), pp. 285-288. ISBN 9780199551682
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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.
Item Type Book Section
Keywords co-branding;green marketing
Date Deposited 15 May 2025 16:29
Last Modified 15 May 2025 16:29

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