ABSTRACT
This study examined the relationship between market-dynamic sensing and marketing resilience of domestic Airlines in Nigeria. The study treated market-dynamic sensing unidimensionally, but decomposed marketing resilience into situation awareness, coping-with-change, marketing adaptability and resilient marketing ethos. The study adopted a descriptive research design and collected primary data through cross-sectional survey; using a structured questionnaire. The relationship between market-dynamic sensing and proxies of marketing resilience was assessed using the Spearman’s rank order correlation, relying on the statistical package for social sciences (SPSS) version 24.0. The study found that market-dynamic sensing relates to marketing resilience of domestic Airlines in Nigeria. This is premised on the fact that market-dynamic sensing posted positive and statistically significant association with all the measures of marketing resilience. The study concluded that market-dynamic sensing informs marketing resilience of domestic Airlines in Nigeria or that marketing resilience of domestic Airlines, represented by situation awareness, ability to cope-with-change, marketing adaptability and resilient marketing ethos depends on market-dynamic sensing. The study thus recommends that domestic Airlines in Nigeria that desire improved marketing resilience should invest in structures and practices that advance their capacity to sense market-dynamics.