TY - JOUR
T1 - Political marketing strategies in Africa
T2 - Expert opinions of recent political elections in Ghana
AU - Hinson, Robert
AU - Tweneboah-Koduah, Ernest Yaw
PY - 2010
Y1 - 2010
N2 - This study focuses on expert views of the importance of political marketing and electoral victory in African nations with an emphasis on Ghana. There is a particular focus in this article on understanding political marketing communication issues pertaining to the 2008 Ghanaian presidential elections. Following Peng and Hackley (2007), we used "elite interviews," dyadic depth interviews with highly regarded marketing and communication practitioners who were also MBA students at Ghana's premier business school. We also employed Butter and Collins' (1994) political marketing structure model in eliciting and analyzing the study findings. We found that all four of the themes discussed by Butler and Collins (1994) played a role in the defeat of the incumbent party-New Patriotic Party (NPP). Product factors was the key theme followed by organizational, process, and market factors, respectively. This paper is an important initial step in highlighting the significance of political marketing to the fortunes of political parties in Africa.
AB - This study focuses on expert views of the importance of political marketing and electoral victory in African nations with an emphasis on Ghana. There is a particular focus in this article on understanding political marketing communication issues pertaining to the 2008 Ghanaian presidential elections. Following Peng and Hackley (2007), we used "elite interviews," dyadic depth interviews with highly regarded marketing and communication practitioners who were also MBA students at Ghana's premier business school. We also employed Butter and Collins' (1994) political marketing structure model in eliciting and analyzing the study findings. We found that all four of the themes discussed by Butler and Collins (1994) played a role in the defeat of the incumbent party-New Patriotic Party (NPP). Product factors was the key theme followed by organizational, process, and market factors, respectively. This paper is an important initial step in highlighting the significance of political marketing to the fortunes of political parties in Africa.
KW - Expert
KW - Ghana
KW - Marketing communications
KW - Political parties
KW - Student
KW - Voter
UR - http://www.scopus.com/inward/record.url?scp=77956965242&partnerID=8YFLogxK
U2 - 10.1080/15228916.2010.508999
DO - 10.1080/15228916.2010.508999
M3 - Article
AN - SCOPUS:77956965242
SN - 1522-8916
VL - 11
SP - 201
EP - 218
JO - Journal of African Business
JF - Journal of African Business
IS - 2
ER -