African Traditional Medicine (Agbo) and Wealth Creation in Nigeria: An Evaluation of Marketing Functions for Economic Development

This study examines the marketing functions associated with Agbo and how these functions contribute to wealth creation and economic development in Nigeria. The study adopts a qualitative research approach using an exploratory research design. Data are collected through semi-structured in-depth interviews and, where appropriate, focus group discussions with purposively selected traditional medicine practitioners, Agbo producers, and marketers. Relevant secondary sources, including scholarly literature, policy documents, and reports, are also reviewed. To enhance the credibility and trustworthiness of the study, the interview questions are developed in line with the research objectives and reviewed by experts in marketing and traditional medicine. The findings of the study reveal that Agbo marketing provides important livelihood and entrepreneurial opportunities within local communities. The study concludes that Agbo represents more than an indigenous healthcare practice; it is also an economic activity with the potential to contribute to employment, entrepreneurship, household income, and local economic development. The study recommends targeted marketing and entrepreneurship training for traditional medicine practitioners and Agbo marketers, improved packaging and branding practices, better access to finance and market information, and the development of appropriate distribution networks, among others. The study contributes to existing knowledge by providing a qualitative marketing perspective on Agbo as an indigenous economic activity. It extends the discussion of African traditional medicine beyond its healthcare dimension by showing how marketing functions, entrepreneurial practices, and value-chain activities can influence wealth creation and economic development.