PEACE MARKETING: A TOOL FOR ADDRESSING SECURITY CHALLENGES IN NIGERIA

Abstract

This paper explored peace marketing as a tool for addressing security challenges in Nigeria. Data were collected from 131 managers and marketing executives from 30 companies in the south-south region of Nigeria. A structured questionnaire was used to obtain data from the respondents. The data collected were analyzed using descriptive and inferential statistics like Spearman Rank Order Correlation. A computer software program known as SPSS version 21.0 was used to correlate the data on the study variables. The findings revealed that there is positive and significant relationship between peace promotion and internal security. The study also found a positive and significant relationship between peace distribution and internal security. A positive and significant relationship was equally found between peace movement sponsorship and internal security. From the findings, it was concluded that peace marketing serves a a tool for addressing security challenges in Nigeria. Based on the findings and conclusion, it was recommended that companies operating in Nigeria should not restrict their marketing activities to products and services alone rather they should include peace marketing in their marketing programs as it would help to address the security challenges facing Nigeria and ensure sustainable peace and security in the country.