Contemporary Retail Marketing in Emerging Economies: The Case of Ghana’s Supermarket Chains

Yawson, Fred A. (2022) Contemporary Retail Marketing in Emerging Economies: The Case of Ghana’s Supermarket Chains. Palgrave Studies of Marketing in Emerging Economies . Palgrave Macmillan, United Kingdom, pp. 1-227.

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Abstract

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.

Item Type:	Book
Additional Information:	Publisher Copyright: © The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG 2022.
Keywords:	Africa, consumer insight, contemporary marketing, customer loyalty, developing countries
Depositing User:	RED Unit Admin
Date Deposited:	06 Mar 2025 10:36
Last Modified:	06 Mar 2025 11:03
URI:	https://bnu.repository.guildhe.ac.uk/id/eprint/19613

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