Relationship Marketing and Value Creation in a Business-to- Business Context: A Perspective of the Malaysian Retail Channel
This study is about developing an effective marketing strategy for the trade development department in building a long-term relationship with their retail channel. Building on the theories of relationship marketing (RM) and empirical studies across other discipline such as business-tobusiness (B2B)...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2010
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| Online Access: | https://eprints.nottingham.ac.uk/24652/ |