| dc.description.abstract | Electronic marketing strategies are adopted by modern competitive companies to gain
competitive edge in the market in terms of minimizing costs and maximizing profits.
Due to changes in the internal and external business environment like; competition,
change of consumer buying patterns and globalization, have necessitated companies to
integrate their marketing activities with Information Communication Technology to
bridge the gap between the company and the customer. These objectives of the study
were; to establish electronic marketing strategies adopted by Commercial Banks in
Kenya and to establish the relationship between electronic marketing strategies and
performance of Commercial Banks in Kenya. Primary data was collected using semistructured
questionnaires; with both close-ended and open-ended questions.
Questionnaires were used to collect data and were administered by the researcher.
Descriptive statistics was used to analyze data in form of frequencies, percentages,
means and standard deviation to summarize the data. Regression and correlation
method was used to determine the joint relationship between independent and
dependent variables. The study established that some commercial banks adopted
electronic marketing on a smaller extent due to the influence of internal and external
factors. Therefore, this study recommends timely training of commercial bank staff on
electronic marketing practices. Integration of modern technologies in the organization
sub-systems for efficiency and effectiveness. Management should allocate enough
resources to empower the initiative within the organization thus minimal resistance
from employees. The Government of Kenya should formulate and implement policies
that support small and large companies to use e-commerce platform to buy and sell
their products and services through online thus globalization. | en_US |
