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Business-to-Business Relationships within Transactional and Relationship Marketing: Case Study of AreBe Group AB
Mälardalen University, School of Business, Society and Engineering.ORCID iD: 0000-0001-6144-5597
Mälardalen University, School of Business, Society and Engineering.
2013 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

TITLE

Business-to-Business Relationships within Transactional and Relationship Marketing

Case Study of AreBe Group AB

  

PURPOSE

To identify, distinguish and conceptualize emerging business-to-business relationships within transactional and relationship marketing, as well as the distribution network and their applications in practice in the case of AreBe Group.

METHODOLOGY

A qualitative approach is used with a case study as a research design. Data collection combined the primary data from three personal interviews and three questionnaires. Secondary data was collected from the theories compiled from academic articles, textbooks, e-books and the companies’ website.

 

CONCLUSION

The research proved that transactional and relationship marketing are interconnected and go along with the stages of establishment and development of B2B relationships. When these two theoretical concepts are strong, then it is clear that the distribution network is strengthening too.

Place, publisher, year, edition, pages
2013. , 87 p.
Keyword [en]
B2B, Business-to-Business, Relationships, Relationship Establishment and Development, Transactional Marketing, Relationship Marketing, Distribution Network
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-19124OAI: oai:DiVA.org:mdh-19124DiVA: diva2:634419
Subject / course
Business Administration
Presentation
(English)
Supervisors
Examiners
Available from: 2013-07-01 Created: 2013-06-07 Last updated: 2013-07-01Bibliographically approved

Open Access in DiVA

B2B Relationships within Transactional and Relationship Marketing - Case Study of AreBe Group(1410 kB)448 downloads
File information
File name FULLTEXT01.pdfFile size 1410 kBChecksum SHA-512
a95cc2a4c65f8f58217f07101baab1ab40a73ebdff651c7a91194f2b94ed7196c18ece74af0bf7a7456e8354617ec7fbb71385ee40877c4962376e84761865ca
Type fulltextMimetype application/pdf

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Petrović, ŽarkoRadulović, Milo
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Total: 448 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf