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Contemporary Retail Marketing in Emerging Economies

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Contemporary Retail Marketing in Emerging Economies 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 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.

About This Edition

ISBN: 9783031116605
Publication date:
Author: David Eshun Yawson, Fred A Yamoah
Publisher: Palgrave Macmillan an imprint of Springer International Publishing AG
Format: Hardback
Pagination: 235 pages
Series: Palgrave Studies of Marketing in Emerging Economies
Genres: Sales and marketing
International business