You might also like

More about Contemporary Retail Marketing in Emerging Economies

• Book details
• Synopsis
• Trending among others

You get 345 loyalty points

Book synopsis

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 volume is a valuable resource for students and researchers wishing to expand their knowledge on the marketing strategies employed by emerging economies. It also offers a valuable guide for foreign companies who would like to expand into Africa and other markets.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Contemporary Retail Marketing in Emerging Economies
• Subtitle: The Case of Ghana's Supermarket Chains
• Author: David Eshun Yawson, Fred A. Yamoah
• Language: English
• Binding: Hardback
• Number of pages: 235
• EAN: 9783031116605
• ID: 39336074
• Publisher: Springer, Berlin
• Weight: 458 g
• Dimensions: 210 × 148 × 19 mm
• Published: 2022

---

---

---