CHANGING PERSPECTIVES OF POLITICS MARKETING IN NIGERIA

Vincent Aghara, Ireneus Nwaizugbo, Emmanuel Chukwuemeka and Chinedu Onyeizugbe

Review of Business and Finance Studies, 2015, vol. 6, issue 2, 105-115

Abstract: Politics marketing in recent years has attracted increasing attention from politicians all over the world, though not much from academia. Politics is about power and the distribution of scarce resources has created more politics marketing. For a third world economy like, Nigeria the challenges are enormous, and can play a major role on how good leaders can be elected and invariably, how scarce resources of the nation are distributed to achieve voter/consumer satisfaction and overall economic development. The paper looked at politics marketing from the perspective of more developed economies. The model of a market-oriented party thus involves: use of market intelligence; adaptation of behavior; organizational implementation; and conveyance of new behavior, and its implications for Nigeria. The paper also examined evolution and development of party politics in Nigeria. The political structure, with ethnic and religious slant, were handed over by the British Colonial masters, leading to instability, military intervention and an evolving political culture, after over 53 years of independence. The paper recommends an independent electoral body; an incorruptible judiciary; enlightened electorate and deregistering of mushroom political parties.

Keywords: Politics; Marketing; Electorate; Market-Oriented Party; Democracy (search for similar items in EconPapers)
JEL-codes: L8 L89 (search for similar items in EconPapers)
Date: 2015
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