Competitive Marketing and Advertising in Nigeria: An Overview of Concepts, Strategies, and Effects

Oketunmbi, E.O. (2013)

Staff publications


This paper discusses the concepts, strategies and effects of competitive marketing and advertising in the context of deliberate, ruthless, and persistent industrial rivalry in Nigeria. While analysing the gains and pains of competition to society, the paper advises the general public to be wary of the antics of marketing competitors, and urges government regulatory agencies to sanction erring organisations appropriately. It also reminds competing marketers and advertisers of their debt of corporate social responsibility to Nigerians and admonishes them to jettison deception and mediocrity for brand excellence, fair and responsible competition.