Political Relationship Marketing: An Examination of Internal Relationship Management in Ghanaian Political Parties

Abstract

In recent times political parties appear to be focusing narrowly on winning elections to the detriment of effective management of their intra-party relationships. The neglect of managing relationships is having a negative effect on parties, hence this study. The study looked at the practice of political relationship marketing in the two leading parties in Ghana, focusing on micro-interactions at the constituency level. Twenty-four party executives were drawn from eight constituencies for interview. Thematic analysis was carried out to identify relationship marketing practices in the parties. The findings demonstrate the presence of some political relationship marketing antecedents. A fully-fledged political relationship marketing practice is however absent.