Volume 5 ISSUE 1

GOVERNMENT REGULATION OF MARKETING: THE MISSING LINKS IN THE NIGERIAN MARKETING SYSTEM.

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Abstract
By Act 25 of 2003, the government demonstrated in practical terms that the era of marketing myopia was over. The Act literarily chattered the marketing practice and lent vent to marketing professionals. It came with the primary objective of redefining and repositioning marketing practice because marketing in Nigeria has, regrettably continued to live in the past when compared to order developed marketing systems. But the question remains: can this singular go government action bring about the desired professionalism and true marketing practice in Nigeria? This paper notes that numerous other lofty regulatory mechanisms capable of professionally advancing the cause of marketing in Nigeria already exist except that these control measures have been rendered impotent by lack of committed enforcement on the part of the same government. The paper, therefore, recommends a multi-pronged participatory approach involving government, the professionals and consumers in the task of effectively the rules of marketing practice.

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