INDUSTRIAL MARKETING IN THE NIGERIAN ECONOMY
INDUSTRIAL MARKETING IN THE NIGERIAN ECONOMY
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Date
1997-03
Authors
LAWAL, UNWAHA ANAKOBE
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Abstract
Successive governments have taken economic policy measures over the years to ensure viable
economic development. These measures are reviewed occasionally because of inadequacies of
earlier ones to correctly address both visible and potential institutional and structural defects
prevalent in the economy.
The study, thus, is intended to carry out an appraisal of the major economic policy measures
under the period in review (i.e. 1986 - 1996), to identify the impact on industrial marketing and
marketing practices in the country. The study will help the policy fornicators to appreciate the
impact of their policy measures on industrial sector of the economy; and also assists the
industrial marketing firms (industrial suppliers or vendors) to monitor their ever changing
operating environment and response swiftly for the benefit of their survival in the business.
An industrial marketing firm, Tractor & Equipment Company (Nig) Pic, Kano with five of its
industrial customers (users) has been chosen for the case study. Questionnaires were served to
management staff of the company. Interview is conducted to gather more information in
addition to the content of the questionnaires. Relevant literatures were consulted.
The study revealed that every economic policy measure at any given time spins out new
opportunities as well as threats to industrial activities. Hence, firms with sound management
team that have been monitoring the wave of change easily response to enable the organisation
survive and prosper. The study recommends among other things, that a well thoughtout
economic policy measures whose short-run as well as long-run implications have been assessed
critically and found more beneficial be adopted. Also, an economic policy package capable of
broaden the nation's economic base, particularly the individual sector should be pursued.
Description
A DISSERTATION PRESENTED TO THE POST
GRADUATE SCHOOL AHMADU BELLO UNIVERSITY,
ZARIA IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE AWARD OF MASTER
DEGREE IN BUSINESS BUSINESS
ADMINISTRATION (MBA)
MARCH, 1997
Keywords
INDUSTRIAL,, MARKETING,, NIGERIAN, ECONOMY: