Understanding relationship marketing strategy in Ghana’s informal economy: a case of micro, small and medium enterprises - Adom, Kwame; Tettey, Louis Numelio; Acheampong, George (Journal of research in marketing and entrepreneurship, 2023)
Keywords: Brand loyalty; Customers; Economic growth; GDP; Gross Domestic Product; Hairdressers; Informal economy; Literature reviews; Marketing; Profitability; Profits; Relationship marketing; Small & medium sized enterprises-SME; Small business; Ghana; Relationship marketing; Micro-enterprises; Informal economy; Entrepreneurial marketing