Contemporary Retail Marketing in Emerging Economies: The Case of Ghana’s Supermarket Chains (Palgrave Studies of Marketing in Emerging Economies)

Preface
Contents
About the Authors
List of Figures
List of Tables
1: Introduction to Contemporary Retail Marketing in Emerging Economies: Ghana’s Supermarket Chains
	1.1	 Introduction
	1.2	 Contemporary Marketing and Practice
	1.3	 Retail Marketing
	1.4	 Emerging Market Countries and their Characteristics
	1.5	 Background and Context: Supermarket Expansion into Developing Economies
	1.6	 The Country Ghana
	1.7	 Individual Chapter Synopses
	References
2: Modern Retail Marketing and Supermarket Loyalty Cards Programme
	2.1	 Introduction
	2.2	 The Retail Industry
	2.3	 Grocery Retailing in Emerging Market Countries
	2.4	 Contemporary Retail Marketing in Supermarkets
	2.5	 Contemporary Retail Marketing Mix for Supermarkets
	2.6	 Retail Communication and Promotion
	2.7	 Retail Advertising
	2.8	 Retail Promotion
	2.9	 Retail Loyalty Marketing
	2.10	 Marketing in Emerging Economies Countries’ Supermarkets
	2.11	 Relationship Marketing and Supermarket Loyalty Programmes
	2.12	 Chapter Concluding Statement
	References
3: The TESCO Club Card Loyalty Programme: The Gold Standard
	3.1	 Introduction
	3.2	 Marketing in TESCO (UK)
	3.3	 Customer Relationship Management—The Case of Tesco (UK)
	3.4	 Club Card Data-Driven Loyalty Programme
	3.5	 Macro Environmental Catalyst for Tesco Loyalty Programme Success
	3.6	 Chapter Concluding Statement
	References
4: The Ghanaian Supermarket Industry
	4.1	 Introduction
	4.2	 The History of Supermarkets in Ghana
	4.3	 Colonial Era 1930–1950s
		United Africa Company (UAC)
		G.B. Ollivant (GBO)
		John Holt & Co
		Compagnie Française de l’Afrique Occidentale (CFAO)
		Société Commerciale de l’Ouest African (SCOA)
		Paterson and Zonchonis (PZ)
			Trading Origins in the Nineteenth Century
			Public Offering in the 1950s
			International Growth in the 1990s
			Company Perspectives
			Personal Care Focus for the New Century
			Principal Subsidiaries
			Principal Competitors
		Union Trading Company (UTC)
			Global Trading Evolution
	4.4	 The Independence era 1957–1967
		Nestlé Ghana Limited
		Ghana National Trading Corporation (GNTC)
	4.5	 Post- Nkrumah era 1968–1973
	4.6	 The Post Diversification Era 2000–2020
	4.7	 Major Players in Supermarkets Chains in Ghana
		Melcom Stores
		Palace Supermarket
		MaxMart Limited
		SPAR Supermarket
		Shoprite Ghana
		Shop n Save
		GAME
	4.8	 Marketing in Supermarket Chains in Ghana
		Current Trends in Marketing Practice
		Major Trends in Marketing Practice
		Future Marketing Practice
	4.9	 Chapter Concluding Statement
	References
5: The Current Supermarket Chains Marketing Infrastructure in Ghana
	5.1	 Introduction
	5.2	 Location and Shop Floor Space
	5.3	 Internet Infrastructure for Supermarket Chains Marketing
	5.4	 Traditional Media
	5.5	 Radio Stations
	5.6	 Television Stations
	5.7	 Advertising Infrastructure
	5.8	 Ghana’s Digital Addressing System
	5.9	 Chapter Concluding Statement
	References
6: The Next Generation of Supermarkets Marketing in Ghana
	6.1	 Introduction
	6.2	 The Emerging Supermarket Consumers
	6.3	 Emerging Supermarket Infrastructure
	6.4	 Retailer Consolidation and Internationalisation
	6.5	 Emerging Store Technologies and Their Impact on Grocery Retailing
	6.6	 Intelligent Technologies in Retail Marketing
	6.7	 Trends in Multi-Channel Retailing
	6.8	 The Emergence of Online Grocery Shopping
	6.9	 Customer Loyalty Programmes
	6.10	 The Use of Digital Addressing System (The GhanaPost GPS Address)
	6.11	 Grocery Retail Marketing and The Question of Customer Data in Ghana
	6.12	 Chapter Concluding Statement
	References
7: Value Capture and Beneficiary Stakeholders of the Next Generation of Supermarkets Marketing
	7.1	 Introduction
	7.2	 Commercial Value of Supermarket Card-Based Databases
	7.3	 Use of Supermarket Databases by Marketing Agencies
	7.4	 Research and Pedagogical Value of Supermarket Card-Based Databases
	7.5	 Potential Beneficiary Versus Struggling Stakeholders of the Next Generation of Supermarkets Marketing
	7.6	 Chapter Concluding Statement
	References
8: Challenges, Paradoxes, Dilemmas and Strategies for Success of the Next Generation of Supermarkets Marketing
	8.1	 Introduction
	8.2	 Competitive Dynamics in the Future Retail Supermarket Chains Environment
	8.3	 Retail Supermarkets Corporate Goals Versus Public Interest and Livelihood Implications
	8.4	 The Changing Consumer Buying Culture and Supermarket—Supplier Relationships
	8.5	 Developing Strategies for Success
	8.6	 Sustainability in Retailing
	8.7	 Chapter Concluding Statement
	References
Index