The role of Marketing in Zambia’s economic diversification process

Abstract

This researched article brings out the importance of marketing in Zambia’s economic diversification and it demonstrates the role of marketing in each sector that contributes heavily to GDP in Zambia. The articles’ facts and literature were 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 article discusses marketing as a strategic partner to economic diversification and its findings point mainly to the fact that each economic sector needs marketing in order to thrive. The article 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; namely the Zambia Institute of Marketing (ZIM) should be involved in this complex process