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

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Contemporary Retail Marketing in Emerging Economies

Part of the book series: Palgrave Studies of Marketing in Emerging Economies ((PSMEE))

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Abstract

The book is introduced by laying emphasis on the dynamic feature of modern retail marketing and supermarket loyalty cards programme from global and emerging markets perspectives. Then, an exemplar gold standard of a loyalty card programme is described. Contemporary supermarket chains’ infrastructure is highlighted and a projection into the future generation of retail marketing in emerging markets by employing the themes of commercial, pedagogical and research value, competitive dynamics, and potential challenges are covered. The potential usefulness of the book as an additional resource to business and management scholarship and a learning resource for the development of knowledge, understanding and skills of undergraduates, postgraduates, marketing practitioners, consumers and academics are also presented. Further, the retail industry is introduced with particular emphasis on the supermarket retail industry. Finally, a discussion of the nuances of emerging market retailing and the forces of change and responses to these changes are then captured.

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Authors and Affiliations

  1. GIMPA Business School, Ghana Institute of Management and Public Administration (GIMPA), Accra, Ghana

    David Eshun Yawson

  2. Birkbeck College, University of London, London, UK

    Fred A. Yamoah

Authors
  1. David Eshun Yawson
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  2. Fred A. Yamoah
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Yawson, D.E., Yamoah, F.A. (2022). Introduction to Contemporary Retail Marketing in Emerging Economies: Ghana’s Supermarket Chains. In: Contemporary Retail Marketing in Emerging Economies. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-11661-2_1

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