| 书目名称 | Contemporary Retail Marketing in Emerging Economies |
| 副标题 | The Case of Ghana’s |
| 编辑 | David Eshun Yawson,Fred A. Yamoah |
| 视频video | |
| 概述 | 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 con |
| 丛书名称 | Palgrave Studies of Marketing in Emerging Economies |
| 图书封面 |  |
| 描述 | .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.. |
| 出版日期 | Book 2022 |
| 关键词 | customer loyalty; contemporary marketing; Africa; consumer insight; developing countries |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-031-11661-2 |
| isbn_softcover | 978-3-031-11663-6 |
| isbn_ebook | 978-3-031-11661-2Series ISSN 2730-5554 Series E-ISSN 2730-5562 |
| issn_series | 2730-5554 |
| copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl |
发表于 2025-3-21 16:22:34
