Relationship Marketing and Value Creation in a Business-to-
Business Context: A Perspective of the Malaysian Retail Channel

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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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Bibliographic Details
Main Author:	Teng, Huey Jong
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2010
Subjects:	Relationship marketing Value creation Relationship value
Online Access:	https://eprints.nottingham.ac.uk/24652/

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