Marketing Practices in Governance and Public Service Delivery: Evidence from Nigeria

Vollständiger Abstract

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In Africa and some developing countries, governance is a big problem because of the nature of human involvement, which has led to underdevelopment. As such, countries are continually in pursuit of approaches to tackle the difficulties associated with governance, which prevent governments from achieving sustainable improvement in the quality of life for citizens. On the other hand, marketing has been a business practice for years and has been dominant in the private sector. It has persisted as a major management tool in business practice, but as a relatively new concept in the public sector and non-profit sector. This shows that government sectors are beginning to identify the impact that strategic marketing management can make in the performance of their administrations, programmes and services. In Nigeria, various policies exist at all levels of government to provide good governance to the citizens, yet the performance is a far cry from the objective. This paper advances the proposition that marketing misapplication is one of the major reasons. The objectives of the study, therefore, are to interrogate the level of marketing application in public sector governance at all levels as well as the outcome, and to ascertain whether the application of marketing tenets in public sector governance can increase efficiency. The methodology and discussions were based on the review of related journals, and findings and conclusions were subsequently drawn.