Strategic Marketing Processes: An Alternative Approach to SustainableudAgricultural and Rural Development Potentials in Nigeria

摘要

Despite the rhetorical acknowledgement of the importance of the agricultural and ruraludsector, most Nigeria government (past and present) are not giving that sector the neededudpriority in their policies and budget. Equally the recognition of the need for a nn1·uddevelopment model In an increasing number of scholars has yet to produce adequateudguidance for those Nigeria leaders, 1rhich are seeking to transform the rural areas. Theudpurpose of this paper is to contribute to a strategy, which atte111pts to unlock theudagricultural and rural development potentials q{ Nigeria by linking it in terms (~{udstrategic marketing processes with government inputs that are specifically directedudtowards pro111oting popular involvement. The methodology adopted in this study was auddescriptive analysis of existing literature on performance of Nigerian agriculture andudrural development sectors. The findings revealed that Nigerian agricultural sector didudnot show the impressive growth expected. The paper recommended adoption of strategicudmarketing processes with this approach is properly adopted, it is anticipated that theseudactions would stabilize the sector, diversify the production base, improve export growth,udreduce the food trade gap, all leading to a reversal in the negative trend in agriculturaludproduction and ensuring sustainable gro11·th and development.