Title: Global Marketing And Economic Erraticism In Nigeria
Authors: CHIKERE, Peter PhD and DICK, Diepriye I.J. PhD
Volume: 9
Issue: 8
Pages: 132-137
Publication Date: 2025/08/28
Abstract:
This study investigated the relationship between global marketing and economic erraticism in Nigeria. The study employed content analysis as its methodology with indept literature review as secondary data. The study investigated global marketing as the marketing operations undertaken by companies in multiple nations markets which are usually fifty and above. Economic erraticism on the other hand is the inconsistent or abnormal behaviour of an economy. It is a situation where economic indicators exhibit abnormal characteristics. Economic erraticism in Nigeria indicates situations were the nation's exchange rates, inflation rate and interest rates are always in upward volatility. Again, the nation is characterized with low productivity, high unemployment, high poverty rate and lack of basic social services for the most of the population. This results into low purchasing power contrast to a very high population. Again, corruption, erratic leadership, excessive borrowing conflicting normal threshold for debt to GDP ratio, high rate of crime, weak institutions are the bane of the Nation's progress. Nigeria's economic erraticism has inverse relationship with global marketing operations. The study conclude that, the erratic behaviour of the economic indicators negatively affect the successful operations of businesses including global marketing operations by both domestic firms and global companies in Nigeria. We therefore recommend that, the Nigerian leadership should strengthen its institutions, ensure macroeconomic stability. This will eliminate the current erratic characteristics of the Nigerian economy, create economic consistency and encourage both inward and outward investments.