Abstract: This researched article brings out the importance of marketing in Zambia’s economic diversification and demonstrates the role of marketing in each sector that contributes heavily to GDP in Zambia. The article facts and literature gathered from various publications from journal articles published by other authors and reports from institutions such as the World Bank, government ministries and banking institutions. The paper discusses marketing as a strategic partner to economic diversifications and its findings point mainly to the fact that each economic sector needs marketing in order to thrive. The paper explores the concept of diversification while discussing the risks of dependency on copper and the reasons why Zambia needs to diversify its economy. The paper concludes that marketing is essential in the diversification process and that the regulators of marketing the Zambia Institute of marketing should be involved in this complex process.
Title: The role of Marketing in Zambia’s economic diversification process
Author: Francis Mukosa, Moses Katebe, Serah Mbewe, Mildred Muhyila
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 7, Issue 2, October 2019 - March 2020
Page No: 1260-1264
Research Publish Journals
Website: www.researchpublish.com
Published Date: 06-March-2020
