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
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 | 08 Apr 2026 19:38 |