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Contemporary Retail Marketing in Emerging Economies
- The Case of Ghana’s Supermarket Chains
Engelsk Hardback
Contemporary Retail Marketing in Emerging Economies
- The Case of Ghana’s Supermarket Chains
Engelsk Hardback

907 kr
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Om denne bog

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.

Product detaljer
Sprog:
Engelsk
Sider:
235
ISBN-13:
9783031116605
Indbinding:
Hardback
Udgave:
ISBN-10:
3031116607
Udg. Dato:
12 okt 2022
Længde:
0mm
Bredde:
148mm
Højde:
210mm
Forlag:
Springer International Publishing AG
Oplagsdato:
12 okt 2022
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