Political Marketing: Exploring the Nexus between Theory and Practice in Ethiopia (Comparative Study between Ethiopian People’s Revolutionary Democratic Front and Coalition for Unity and Democratic Party)

摘要

The main purpose of the study was to explore the Nexus between Theory and Practice of political marketing in Ethiopia by examining the perceptions of members of EPRDF and CUDP political party. A mixed approach with 248 and 304 usable samples were collected from top members of two political parties randomly and relevant data were gathered, presented and analyzed using descriptive and inferential statistical techniques. The findings revealed that there was no formal marketing practice used by both parties and no department responsible for establishment of political marketing mix elements rather they seldom undertook conventionally by simply stand for what they believe, or focused on persuading voters to agree with their preplan ideas and policies which were relating with the selling concept and product concept.