THE APPLICATION OF MARKETING PHILOSOPHY IN GOVERNANCE: A PANACEA FOR SUSTAINABLE PEACE AND DEVELOPMENT IN NIGER DELTA
Harry, Amieibi-ibama Harcourt, PhD and Didia, J.U.D., PhD
Volume 12 Issue 3
Abstract
The Niger Delta region of Nigeria faces persistent conflicts, environmental degradation, and socio economic challenges resulting from oil exploitation. Despite numerous interventions, instability and underdevelopment remain. This study examines how applying marketing philosophy in governance can foster sustainable peace and development in the region. By integrating key marketing principles stakeholder engagement, relationship management, transparent communication, branding, and value creation governance can become more inclusive and effective. Stakeholder engagement promotes participatory governance, enabling collaboration among communities, government, oil firms, and civil society in policy decisions. Relationship management helps rebuild trust, address grievances, and ensure equitable resource distribution. Transparent communication strengthens accountability and public trust by keeping citizens informed on policies and development initiatives. The study also emphasizes economic diversification beyond oil through agriculture, technology, and tourism to reduce poverty and unemployment. Environmental sustainability is vital, requiring strict pollution control and ecological restoration. Additionally, strong security and rule of law are necessary to curb militancy and protect investments. Overall, adopting a marketing oriented governance model can enhance public trust, drive inclusive growth, and create a framework for conflict resolution and long-term development. Sustainable progress will depend on strong political will, policy consistency, and active community participation. Keywords: Marketing Philosophy, Governance, Stakeholder Engagement, Sustainable Development, Transparent Communication.
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