This episode traces how marketing grew from an academic curiosity into a global discipline shaping economies and industries. We explore its intellectual roots in the German Historical School of Economics and the rise of early marketing programs at institutions like the University of Wisconsin and Harvard Business School. The discussion then shifts to developing economies, with a focus on Nigeria—where marketing faces unique challenges such as limited infrastructure and low literacy, yet thrives on opportunities like expanding populations and supportive government policies. We also examine how marketing systems function through price formation, market efficiency, and subsidy policies, revealing how theory meets reality in environments still defining their market identities.

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