Many employers adopt different approaches to keep business going. But the strategy of hiring female workers by banks and giving them target is something the National Institute of Marketing of Nigeria frowns at. The NIMN Registrar, Mr. Deji Olokesusi, speaks to LAYI ADELOYE on this and other issues concerning the institute and marketing in general
In the last one decade, the marketing profession has been seen as an all-comers‘ profession. What are you doing to put a stop to this?
The situation, where marketing profession became adulterated, has not changed. However, there is an improvement. It is like other bodies, such as the Institute of Chartered Accountants of Nigeria, Chartered Institute of Bankers of Nigeria- which are well recognised, they did not just start to grow over night. With the accreditation and the Act that united us, the law is there to follow. With time, we are going to employ force. We cannot just start carrying the law enforcement agents to defaulters at present.
We have created the awareness. And we are still doing that through advertisement and through newspaper publications: that it is only by becoming a member of the marketing profession that you can practise in any job related to marketing. It is only then that you can bear that title ‘marketer‘. The president went to the Central Bank of Nigeria and made the apex bank realise that we are not pleased with the mode of employing ladies over night just by dressing in short skirts and asking them to woo people to make sure that they meet their target. That is not marketing for us. Though, we are yet to get feedback from CBN, it is an observation.
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