POLITICAL MARKETING: A VILE FOR ENHANCING LEADERSHIP AND SECURITY TOWARDS NATIONAL DEVELOPMENT

Abstract

Purpose: The study examined the relationship between political marketing, leadership and security towards enhancing national development. Specific objectives of the study were to examine the relationship between fairness as proxy of political marketing and leadership status in Nigeria; to examine the relationship between prompt response of government as proxy of political marketing and security status in Nigeria and to examine the relationship between transparency as a proxy of political marketing and national development.

Methodology: The study utilized survey research design and primary data. The population of the study was 168 respondents consist of lecturers from Department of marketing selected from institutions across South-West, Nigeria The study utilized simple random sampling technique with Taro Yamane sample size determination method to select sample of 84 lecturers for the study. 5-point likert scale option of structured questionnaire was used in the study to obtain respondents response.  Content validity was used to determine the validity of the instrument and the value of the test of reliability was 0.82 which was calculated using test-retest reliability method. Pearson moment correlation was used to test the hypothesis.

Findings: Three hypotheses were tested in line with the objectives of the study and it was revealed that there was significant relationship between fairness, prompt response of government, transparency and leadership, security, national development respectively.

Unique Contribution to Practice and Policy: The study suggested some recommendations, such as: Nigerian politician craving for or assume leadership position should imbibe political marketing in their style of governance in order to exhibit fairness as proxy of political marketing to the society and Insecurity is a deadly problem facing every country in the world. It destroy entire nation.  Nigerian politician should embrace the best strategy in solving problem of insecurity and inculcate the ethics of prompt response to violence as proxy of political marketing through dialogue and various security agencies of government in the country.

 Keywords: Politics, marketing, Leadership, Security, National Development, Fairness. Transparency