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

Ezema; Mary Ejiehi Ph.D

doi:10.56201/ijssmr.vol.12no5.2026.pg440.451

📄 Download Paper

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

Ezema, Mary Ejiehi Ph.D

Abstract

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.

Keywords

governancemarketingpublic sectorand performance.

References

Aigbiremolen, M. O. & Aigbiremolen, C. E. (2004). Marketing banking services in Nigeria. Lagos: The CIBN Press Limited. AMA, (2017). American Marketing Association definition of Marketing. Available online: https://www.ama.org/the-definition-of-marketing accessed on 07/1019. Anyanwu, V.A. (2012). Political Marketing as Instrument of Improved Governance in Nigeria. Inaugural lecture serial No. 9, Imo State University, Owerri, Nigeria; October 18. Baker, M. J. (2000). Companion encyclopedia of marketing. London: Routledge Publishers. Danita, D. (2016). 5 Reasons Why the Public Sector Needs Marketing. Careers in Government About the Public Sector, Retrieved on 4/02/2019. Egele, A. E. & Ozo, J. U. (2016). Marketing In Governance for Sustainable National Development in Nigeria: A Conceptual Review. International Journal of Development Strategies in Humanities, Management and Social Sciences, 6(1):55-70 IFAC (2001). Governance in the public sector: A governance Body Perspective. www.IFACnet.org IFAC (2013). Good Governance in the Public Sector – Consultation draft for an international Framework. www.IFACnet.org IMF (2007). Manual on Fiscal Transparency. https://www.imf.org/external/np/pp/2007/eng/051507m.pdf retrieved 4/02/2019Institute of Internal Auditors (2012). The role of Auditing in Public Sector Governance. Kenoma, A. (2012). Culture and Doing Business in Nigeria: an insight into tips, dos and don'ts. Available online https://www.slideshare.net/Kenomak/culture-and-business-in- nigeria- kenoma-agbamu retrieved on 2/10/19. N-ue, U.S. (2012). Historical Perspective of Corruption in Nigeria and Its Implications for Sustainable Development. Journal of Social and Policy Research, 7(1):155-168. Okonjo-Iweala, N., (2005). ‘From Poverty to Wealth Creation: An Update on Nigeria’s Economic Reform Agenda’, in G. Adegoroye, ed, Nigeria Public Service Reform: Driving Reforms, Nigeria Public Service Reform Series, No. 3, Abuja: The Regent Printing and Publishing Limited Onigbinde, I. O. (2014). Evaluation of Petroleum Products Marketing in a Globalizing Economy: A Conceptual Evidence from Nigeria. European Centre for Research Training and Development UK (www.ea-journals.org), 2(2):71-81. Osborne, D. & Gaebler, T. (1993). Reinventing Government: How the Entrepreneurial Spirit is transforming the Public Sector, Plume; Reprint edition. Osuagwu, L. (1999). Marketing: Principles and management. Lagos: Grey Resources Limited. Rahim, A. G., Akintunde, O., Oguntoyinbo, C. A., Obanla, R. O., & Aremu, N. S. (2017). Governance and Public Service Delivery in Nigeria: The Role of Information and Communication Technologies. Covenant University Conference on e-Governance in Nigeria, CUCEN. pp 65-79 Sargeant, A. (2005). Marketing Management for Non-profit Organisations, (Oxford: Oxford University Press. Serrat, O. (2010). Marketing in the Public Sector. Knowledge Solutions ([email protected]) United Nations Development Programme (1997). Governance for Sustainable Human Development. Worlu, Rowland E. K. (2013). Application of Discriminant Analysis in Political Marketing: Inter- Party Perception, Harcourt. Kashere Journal of Humanities, Management & Social Sciences, 1 (1 & 2). Worlu, Rowland E. K., Ogunnaike, O.O., Aka, D. 1 & Dada, J. A. (2016). Creating A Service Mindset in Political Marketing: Imperatives and Applications. Journal of Marketing Development, 1 (1): 167-175. Worlu, Rowland E. K., Urim, U. M., & Niyi, Olufunmi Okuku (2016). Conflicts in Nigerian Politics: Diagnosis and Marketing Prescriptions. Nigerian Academy of Management Journal, 11 (1): 17-31. ISSN 2006-4667.

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

Abstract

Keywords

References

More Articles from INTERNATIONAL JOURNAL OF SOCIAL SCIENCES AND MANAGEMENT RESEARCH