Marketing as a Panacea for Sustainable Economic Development of Nigeria

Abstract

The enigma of marketing is that it is one of the man's oldest activities and yet it is regarded as the most recent of the business disciplines. Marketing, more than any other business functions deals with identifying, understanding, creating, communicating and delivering customers' value and satisfaction. Our contemporary world is witnessing industrial revolution and technological break-through which has brought people of different cultures together thereby making the world a global village. The barriers to trade are being dismantled and business organizations are becoming aware and knowledge-able about international business opportunities. This paper is aimed at highlighting the potentials of Marketing as a panacea for sustainable economic development of Nigeria. Many text books and write-ups of renowned scholars were reviewed to enrich the contribution of this paper. It is universally acknowledge that the aim of production whether tangible or intangible products are not only for local consumption but have the intent of selling it to outside world at profit. Marketing therefore acts as a catalyst in achieving this laudable objective. Marketing is no longer considered as merely a post-production process; rather, it is both pre-production and post-production processes encompassing both economic and non-economic exchanges. The advantages inherent in modern marketing, if tapped into will go a long way in show casing Nigeria and her numerous products to the whole world thereby increasing her Gross National Product (GNP).