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dc.contributor.authorCatulli, Maurizio
dc.contributor.editorEllis, Nick
dc.identifier.citationCatulli , M 2010 , Abbey Steel : Conquering the steel recycling market . in N Ellis (ed.) , Business to Business Marketing : Relationships, networks and strategies . 1 edn , Oxford University Publishing , pp. 285-288 .
dc.identifier.otherPURE: 781313
dc.identifier.otherPURE UUID: fcc86c22-020a-4adb-b6f6-2e5c5109c6b7
dc.description.abstractThis 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.en
dc.publisherOxford University Publishing
dc.relation.ispartofBusiness to Business Marketing
dc.subjectCo-branding;green marketing
dc.titleAbbey Steel : Conquering the steel recycling marketen
dc.contributor.institutionSustainable Business Research Interest Group
dc.contributor.institutionHertfordshire Business School
dc.contributor.institutionSocial Sciences, Arts & Humanities Research Institute
dc.contributor.institutionCentre for Research on Management, Economy and Society
dc.contributor.institutionDepartment of Marketing and Enterprise

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