Innovation and Marketing for Sustainable Development in Nigeria Organisations

Orogun, S.E. and Erume, F.O
Keywords: innovation, marketing, sustainability, development, strategies, creativity, knowledge
Journal of Inter-Disciplinary Studies on Contemporary Issues 2019 5(1/2), 125-136. Published: June 14, 2022


Relevant knowledge such as innovation and marketing is a laudable tool for sustainable economic development in the 21st century. The concept of innovation, elements of innovation, importance of innovation, drivers and triggers of innovation, innovation process, steps of innovation process was discussed. Further, marketing and innovation was critically look into, concept of sustainable development and factors that enhance marketing and innovation for sustainable development were examined. It was concluded that innovation and marketing for sustainable development could be achieved through sustainable innovation marketing. It was recommended among others that organization should be productive conscious and focus on the marketing concept in creating value for the customers, society, environment, and public/private collaboration be encouraged to establish research institutions for sustainable innovation marketing.