Contemporary Retail Marketing in Emerging Economies(Palgrave Studies of Marketing in Emerging Economies)

新兴经济体的当代零售营销:加纳连锁超市案例

政治经济学

原   价:
1190
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952.00
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出  版 社
出版时间
2022年10月15日
装      帧
精装
ISBN
9783031116605
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页      码
229
开      本
8.27 x 5.83 x 0.63
语      种
英文
版      次
1
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图书简介
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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