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Title
Contemporary retail marketing in emerging economies : the case of Ghana's supermarket chains / David Eshun Yawson, Fred A. Yamoah.
ISBN
9783031116612 (electronic bk.)
3031116615 (electronic bk.)
3031116607
9783031116605
Publication Details
Cham, Switzerland : Palgrave Macmillan, 2022.
Language
English
Description
1 online resource.
Item Number
10.1007/978-3-031-11661-2 doi
Call Number
HF5415.12.D44
Dewey Decimal Classification
658.80091724
Summary
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. David Eshun Yawson, (PhD), is a Senior Lecturer in Marketing at the Business School, Ghana Institute of Management and Business Administration (GIMPA), Accra, Ghana. Fred A. Yamoah, (PhD) is a Reader in Sustainability Marketing at Birkbeck College, University of London, UK. .
Note
Includes index.
Access Note
Access limited to authorized users.
Source of Description
Description based on print version record.
Series
Palgrave studies of marketing in emerging economies.
Chapter 1: Introduction to Contemporary Retail Marketing in Emerging Economies: Ghanas Supermarket Chains
Chapter 2: Modern Retail Marketing and Supermarket Loyalty Cards Programme
Chapter 3: The TESCO Club Card Loyalty Programme - The Gold Standard
Chapter 4: The Ghanaian Supermarket Industry
Chapter 5: The Current Supermarket Chains Marketing Infrastructure in Ghana
Chapter 6: The Next Generation of Supermarkets Marketing in Ghana
Chapter 7: Value Capture and Beneficiary Stakeholders of the Next Generation of Supermarkets Marketing
Chapter 8:Challenges, Paradoxes, Dilemmas and Strategies for Success of the Next Generation of Supermarkets Marketing.
