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Agenda For Marketing Excellence In The Deregulated Petroleum Down-Stream Sector


  • Oluseye Olaleke Ogunnaike

    () (College of Business and Social Sciences, Covenant University, Ota, Ogunstate, Nigeria)

  • Rowland E.K Worlu

    () (College of Business and Social Sciences, Covenant University, Ota, Ogunstate, Nigeria)


Deregulation in the petroleum down-stream sector tends to be treated by the masses. Oftentimes, the fear is that it will fuel the exploitative proclivities of the petroleum marketers and constitute a lee-way to corruption by government officials. For example, petroleum products may sell at prohibitive prices, at least in the short run and bureaucrats may exhibit corrupt tendencies in the process. These are genuine fears! However, there is a way out! Thus this paper is based on the imperative that the situation is not as hopeless as it may seem. It offers a marketing blueprint for the implementation of deregulation in the petroleum down-stream sector in such a manner that every stakeholder in the in-dustry will be reasonably satisfied. Thus the marketing model of deregulation reduces conflict situations by taking into account the needs, desires and preferences of all stakeholders. It succeeded in Chile, Thailand etc. why can’t it work in Nigeria?

Suggested Citation

  • Oluseye Olaleke Ogunnaike & Rowland E.K Worlu, 2010. "Agenda For Marketing Excellence In The Deregulated Petroleum Down-Stream Sector," Analele Stiintifice ale Universitatii "Alexandru Ioan Cuza" din Iasi - Stiinte Economice, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 57, pages 391-398, november.
  • Handle: RePEc:aic:journl:y:2010:v:57:p:391-398

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    More about this item


    Deregulation; Petroleum Down-Stream Sector; Marketing;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L43 - Industrial Organization - - Antitrust Issues and Policies - - - Legal Monopolies and Regulation or Deregulation
    • P22 - Economic Systems - - Socialist Systems and Transition Economies - - - Prices


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