Political Delivery Marketing in Ghana

In commerce, companies demonstrate their desire to serve prospective consumers using feedback from customers that have experience with the product or service, i.e. customer reviews. Star ratings are presented on company websites along with comments demonstrating satisfaction or lack thereof with the company’s performance. Where a review is negative, companies attempt to address the issues through what is known as “service recovery” programmes, offering restitution to the customer. In politics, insights from countries such as Ghana, Nigeria, and Kenya have shown that political parties have adopted marketing concepts in pitching their policies to persuade voters during campaigns. How they demonstrate their desire to serve customers, as commercial firms do, and counter perceive failures is yet to be explored. A qualitative method for data collection and analysis is applied in analyzing political delivery marketing by two different regimes of the two dominant political parties in Ghana.