Overview
- Provides an overview of the marketing strategies employed by supermarkets in developing countries
- Presents the latest developments in consumer loyalty programmes and the applications of electronic contactless cards
- Discusses the future development of supermarket marketing
Part of the book series: Palgrave Studies of Marketing in Emerging Economies (PSMEE)
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Table of contents (8 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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.
Reviews
“This book provides an invaluable coverage of developments in retail marketing in Africa; it is a must-have text for students, scholars, retail managers and policymakers.” (Stanley Coffie (PhD), Associate Professor of Marketing, Ghana Institute of Management and Public Administration (GIMPA), Accra, Ghana.)
Authors and Affiliations
About the authors
David Eshun Yawson, (PhD) is a Senior Lecturer in Marketing at the GIMPA Business School, Ghana Institute of Management and Public Administration, (GIMPA), Accra, Ghana. He specialises in marketing, marketing research, entrepreneurial marketing and agribusiness. He held the Dunnhumby Scholar position for Food Northwest (UK)/University of Kent (UK). Dr Yawson has extensive research and management experience in industry working with non-traditional exporters and managing donor-funded projects from USAID.
Fred A. Yamoah, (PhD), is a Reader in Sustainability at Birkbeck College, the University of London, UK with over 15 years of academic research experience and expertise in Sustainability, Marketing and Agribusiness, Sustainable Supply Chains, Circularity, Business Ethics, Sustainable Consumption and Food Security. Dr Yamoah is an experienced academic who serves in various management and leadership capacities in higher education. He is research active and a principal investigator for various research projects, a journal editor and a visiting professor.Bibliographic Information
Book Title: Contemporary Retail Marketing in Emerging Economies
Book Subtitle: The Case of Ghana’s Supermarket Chains
Authors: David Eshun Yawson, Fred A. Yamoah
Series Title: Palgrave Studies of Marketing in Emerging Economies
DOI: https://doi.org/10.1007/978-3-031-11661-2
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2022
Hardcover ISBN: 978-3-031-11660-5Published: 12 October 2022
Softcover ISBN: 978-3-031-11663-6Published: 13 October 2023
eBook ISBN: 978-3-031-11661-2Published: 11 October 2022
Series ISSN: 2730-5554
Series E-ISSN: 2730-5562
Edition Number: 1
Number of Pages: XVIII, 235
Number of Illustrations: 1 b/w illustrations, 3 illustrations in colour
Topics: Marketing, Trade, International Business, African Business