| dc.description.abstract | The business environment has become more turbulent than ever and business managers
have continuously been more disenchanted with turbulent environmental condition. They
have to be strategic in order for them to compete successfully. To be successful the
NGOs have also to appreciate and make full use of strategic marketing practice and this
is a must.
This study focuses on the strategic marketing process as practiced by NGOs. The extend
to which the strategic marketing practices are used in NGOs. Extend of relation of
strategic marketing practices to performance of NGOs and it's perceived important.
The study employed the exploratory study design and used 30 NGOs, which responded
from the sample of 60 NGOs.
Descriptive statistics such as frequencies, percentages, mean and mode, and tabulation
were successfully used, as they were deemed adequate and relevant.
The study found that strategic marketing practices are still practiced by NGOs in Kenya
however many of the NGOs still do not appreciate the full importance of strategic
marketing in improving organizational performance. The study found out that there is
greater relationship between strategic marketing practices and performance among NGOs
and hence it is recommended that NGOs should seriously consider the use of strategic
marketing in promotion of their organizations. Strategic marketing practices were also
perceived to playa greater role in improving the performance of NGOs. | en |
