Contemporary Retail Marketing in Emerging Economies: The Case of Ghana’s Supermarket Chains

ISBN-13: 9783031116605 / Angielski / Twarda / 2022 / 235 str.

David Eshun Yawson; Fred A. Yamoah

Opis

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.

Spis treści

Chapter 1: Introduction to Contemporary Retail Marketing in Emerging Economies:  Ghana’s Supermarket Chains.

Chapter 2: Modern Retail Marketing and Supermarket Loyalty Cards Programme

Chapter 3: The TESCO Club Card Loyalty Programme - The Gold Standard.

Chapter 4: The Ghanaian Supermarket Industry

Chapter 5: The Current Supermarket Chains Marketing Infrastructure in Ghana

Chapter 6: The Next Generation of Supermarkets Marketing in Ghana

Chapter 7: Value Capture and Beneficiary Stakeholders of the Next Generation of Supermarkets Marketing

Chapter 8: Challenges, Paradoxes, Dilemmas and Strategies for Success of the Next Generation of Supermarkets Marketing

 

O autorze

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.

Blurb

“A timely book for the current retail marketing world. Whereas the world is experiencing the shocks of a pandemic to unexpected wars, so has the retail marketing in emerging markets continued to evolve via supermarket expansion. This trend presents opportunities and challenges and the manner of accommodating these changes offers a lesson for retail marketing everywhere.” 

— Luca Angelo Cacciolatti (PhD), Reader in Marketing and Innovation, University of Westminster, London, UK.      

 “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.

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.

David Eshun Yawson, (PhD), is a Senior Lecturer in Marketing at the Business School, Ghana Institute of Management and Business Administration (GIMPA), Accra, Ghana. 

Fred A. Yamoah, (PhD) is a Reader in Sustainability Marketing at Birkbeck College, University of London, UK.