The marketing summit which took place recently indeed laid bare some misconceptions confronting the marketing communication industry in contemporary Nigeria. In this report, Special Correspondent, Olamide Bakare, takes a critical look at the views of major stakeholders vis-a-vis some useful truths needed to give the industry the leap it desires.
A fortnight ago, practitioners cutting across all the different sectoral bodies in the marketing communication industry converged on the Federal Palace Hotel, Victoria Island, Lagos, to brainstorm on issues affecting the sector. The event, organized by Marketing Edge, a specialized journal on marketing related issues, in commemoration of its 10th year in existence, afforded stakeholders to undertake a critical assessment of the industry over the past few years. To many stakeholders, the timing and topic of discussion at the event could not have been more apt as it offered them the needed platform to air their views on the state of the industry. Although the celebration which came later in the day almost took shine off the summit, the reactions that followed the lecture became another talking point, with practitioners expressing divergent views .
...