Contemporary Retail Marketing in Emerging Economies
The Case of Ghana’s Supermarket Chains
David Eshun Yawson author Fred A Yamoah author
Format:Hardback
Publisher:Springer International Publishing AG
Published:12th Oct '22
Currently unavailable, and unfortunately no date known when it will be back
This book highlights the development of retail marketing in developing economies and presents this sector as a major area of growth and business opportunity. With a special focus on supermarket chains, the authors show that the advancement of technology and infrastructure means that there are now increased electronic capabilities for data collection, giving retailers more opportunities to pursue micro and macro-marketing strategies. The authors explain the evolution of this new era of marketing and the associated impact on all stakeholders, especially consumers. Taking the example of Ghana, which is considered a leader among African nations in the use of loyalty cards, the authors are able to set a benchmark for other emerging countries, especially those that are experiencing similar trends. The book is a valuable resource for students, researchers and foreign companies wishing to expand their knowledge of the marketing strategies employed by emerging economies in Sub-Saharan Africa.
ISBN: 9783031116605
Dimensions: unknown
Weight: unknown
235 pages
1st ed. 2022