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Contemporary Retail Marketing in Emerging Economies

Contemporary Retail Marketing in Emerging Economies

David Eshun Yawson / Fred A. Yamoah

48,17 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2022
Materia
Ventas y marketing
ISBN:
9783031116629
48,17 €
IVA incluido
Disponible

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Sobre IBD

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.

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Otros libros del autor

  • Contemporary Retail Marketing in Emerging Economies
    David Eshun Yawson / Fred A. Yamoah
    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 oppor...