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Modern Retail Marketing and Supermarket Loyalty Cards Programme

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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

Commencing by defining retailing and the retail industry, the chapter then describes the classifications, components, and formats/ channels of the retailing industry. A further description of the grocery Supermarket retailing with the nuances of the emerging market countries and Ghana as an example is also outlined. We then present contemporary retail marketing in supermarkets and explain in detail the retail marketing mix in the grocery supermarket chains. The nature and dynamics within grocery retailing communication and promotions are covered alongside content on advertising and promotions with the nuances of emerging market countries. A detailed discussion on contemporary retail marketing akin to relationship marketing is elucidated. Finally, the emerging but significant role of supermarket loyalty programmes in grocery retail marketing is covered.

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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

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  1. David Eshun Yawson
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  2. Fred A. Yamoah
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Yawson, D.E., Yamoah, F.A. (2022). Modern Retail Marketing and Supermarket Loyalty Cards Programme. 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_2

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