Business-to-Business Relationships within Transactional and Relationship Marketing : Case Study of AreBe Group AB

Abstract: 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.