Abstract

This paper examines through a case study the relationships of an agricultural input supplier company with its distribution channels in Brazil. In this paper concepts are presented related to the subject distribution channels and the dimensions of behaviour in relationship marketing. We present four models attempting to evaluate the stage of relationship marketing that two companies can have. The focus of this paper is to analyse the relationships between a supplier of agricultural inputs and its distribution channels that participate in relationships programmes with distributors offered by manufacturers. With this analysis, it was possible to verify whether the quality of the existing relationship is similar to the desired one regarding the relationships programme and whether it really achieves its goals.

Key words: B2B relationships, marketing channels, distribution programmes, agricultural inputs.