ELECTORATES’ RATING OF POLITICAL MARKETING EFFECTIVENESS IN NIGERIA
In political marketing literature, there appears to be two main streams of research on the determinants of a political party’s effectiveness. One is based on the economic tradition which stresses the importance of external marketing factors. The other stream builds on the behavioural and sociological paradigms of marketing strategies as the prime determinants of effectiveness. It is in this...
Published in 2018
professor Rowland Worlu