Contemporary Retail Marketing in Emerging Economies : The Case of Ghana’s Supermarket Chains Hardback
by David Eshun Yawson, Fred A. Yamoah
Part of the Palgrave Studies of Marketing in Emerging Economies series
Hardback
Description
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.
Information
-
Available to Order - This title is available to order, with delivery expected within 2 weeks
- Format:Hardback
- Pages:235 pages, 3 Illustrations, color; 1 Illustrations, black and white; XVIII, 235 p. 4 illus., 3 illus
- Publisher:Springer International Publishing AG
- Publication Date:12/10/2022
- Category:
- ISBN:9783031116605
Information
-
Available to Order - This title is available to order, with delivery expected within 2 weeks
- Format:Hardback
- Pages:235 pages, 3 Illustrations, color; 1 Illustrations, black and white; XVIII, 235 p. 4 illus., 3 illus
- Publisher:Springer International Publishing AG
- Publication Date:12/10/2022
- Category:
- ISBN:9783031116605
