Impact of Liberalization Policy on marketing Activities in Emerging Economies: A case of Nigerian Distributive Trade Sector

Abstract

This study presents the results of an investigation on the effects of liberalization of trade channels on marketing activities in Nigeria. The study is an ongoing survey of the distributive trade sector of the Nigerian economy, a country characterized as the largest economy in the Sub-Sahara Africa. The study was conducted in two commercial cities in Nigeria. The purpose is to evaluate the role of marketing in the development process in Nigeria, and also to examine the future role of marketing in developing countries, especially sub-Sahara countries, as they enter the 21st century search for solutions to their economic problems.