GLOBAL MARKETING AND ITS IMPACT ON BLUE ECONOMY TO INDUSTRIAL GROWTH IN YENAGOA BAYELSA STATE.

Abstract

The blue economy is increasingly recognized as a catalyst for sustainable industrial growth,
especially in regions with rich marine and aquatic resources. This study investigates the role
of global marketing in advancing Yenagoa’s blue economy in Bayelsa State, Nigeria, and its
potential to drive industrial growth. Using a mixed-methods approach, quantitative surveys
and qualitative interviews were conducted across fisheries, shipping, and tourism sectors.The
findings reveal limited global market integration, with only 25% of businesses engaged
internationally, compared to 75% operating locally or regionally. Key barriers include
inadequate port infrastructure, high marketing costs, and limited digital marketing expertise.
Despite these challenges, businesses participating in international markets reported
substantial gains, including improved brand recognition, increased export revenues, and
enhanced industrial growth potential. The study highlights the untapped potential of global
market integration for Yenagoa’s blue economy. To unlock this potential, targeted policy
measures are essential, including modernizing infrastructure, fostering digital literacy, and
creating trade-enabling environments. By addressing these challenges, Yenagoa can position
its blue economy as a driver of sustainable industrial growth and global competitiveness.