MARKETING CONCEPT AND THE POLITICAL MARKETING OF POLITICAL PARTIES DURING ELECTIONS

Abstract

Marketing concept is a philosophy which states that the key to achieving goals is to determine the needs of the target customers and to satisfy those needs efficiently and effectively than competitors. The application of this concept in the activities of politics is important to the success of political parties and the government of a nation which describes the application of marketing tools in marketing positive attitude to both politicians and the electorates. Moreso, we considered the process by which political parties and candidates promote themselves and their platform to voters. This was a comparative assessment of the effect of product concept, marketing concept, selling concept and societal marketing concept on political marketing of political parties in the 2019 general elections in Cross River State, Nigeria. However, the main objective was to examine the effect of marketing concept on political marketing of political parties in the 2019 general elections in Cross River State, Nigeria. We adopted a design to allow the use of questionnaire in data collection and measuring the relationship between the variable under the study based on discussion with selected representative of the various political parties that participated in the 2019 general elections in Calabar, Cross River Sate which will help explain existing problems and draw inferences based on data collected. The result of hypotheses one revealed that product concept and marketing concept significantly impacts political-marketing of political parties in the 2019 general elections in Cross River State. It is also discovered that political marketing is a crucial tool in building a cordial relationship between political parties and the electorate.