Effect of marketing on change agenda in Nigeria

Nigeria has transited from a democratic government to another democratically elected government for the first time in her existence across party boundaries. Nigerians had not being privileged to witness a government of another party taken over from incumbent president ever before. To this, is added the fact that the new government taken over is heralded in with the ‘change mantra’ as its slogan. Marketing change agenda to Nigerians become the most important business of the government of the day. This study is to examine the effect of change agenda on Nigeria. The fact that Nigerians bought into the change agenda signified the success of the party at the poll. However, how are Nigerians to fair under the change agenda? What entry mechanism shall be suitable for the change philosophy? How are the people going to receive the import of change as it affects them? The objective of the study is to review import of change agenda on Nigerians through appropriate introduction using the right marketing programme. This involves the review of exchange axioms embedded in marketing activity and programmes to be deployed by the government on the citizenry so as to remain relevance in the system of governance. The study employs the philosophy of epistemology using both positivism and realism method. The contradictory is resolved by employing exploratory and descriptive approach for analysis and narration respectively. This is a desk research that relies heavily on qualitative inputs and attempts quantitative clarification from thence. The theoretical framework use by the research is Clark (2015) reflexitivism theory of marketing. The study concludes with identification of relative performance in all strata of social, economic and transformation process of the people as minimum marketing condition for the success of the government in its change agenda crusade.

Author: 
Funso Agbeyangi Abdussalam, Alabi Gazali Olorunlambe and Abiodun S. Yusuf,
Volume No: 
03
Issue No: 
03
Year: 
2016
Paper Number: 
0856
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