This book analyzes the evolution of marketing and the ways in which marketing actions can be rendered more effective …, before setting out a new approach to marketing, termed The Extra Step (TES) in recognition of the importance that it … attributes to the final extra step in enhancing the effectiveness of marketing efforts. Readers will find clear description of …

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 …