Business-to-Business Relationships within Transactional and Relationship Marketing: Case Study of AreBe Group AB
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Business-to-Business Relationships within Transactional and Relationship Marketing
Case Study of AreBe Group AB
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.
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.
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.
B2B, Business-to-Business, Relationships, Relationship Establishment and Development, Transactional Marketing, Relationship Marketing, Distribution Network
IdentifiersURN: urn:nbn:se:mdh:diva-19124OAI: oai:DiVA.org:mdh-19124DiVA: diva2:634419
Subject / course
Selegård, Peter, PhD
Maaninen-Olsson, Eva, PhD