| dc.description.abstract | The study was conducted to determine the relationship between marketing strategies and the
organizational performance of private hospitals in Nairobi County. To achieve this, primary
data was collected using structured questionnaires; the questionnaires were administered to
28 private hospitals in Nairobi County that are registered with the Medical Practitioners and
Dentists Board of Kenya using the drop-and –pick method. Data analysis involved reducing
the accumulated data to a manageable size, developing summaries and looking for patterns
and applying statistical techniques through descriptive statistics. The study established that
there is a link or relationship between marketing strategies and the organizational
performance of private hospitals in Nairobi County. Based on the conclusions the study
recommends that private hospitals should start adapting principles of strategic marketing for
those that are reluctant or have not implemented their marketing strategies. Marketing
strategies should be formulated in light of the external environment which is made up of
elements that are uncontrollable to an organization. The researcher further recommends that
similar studies be done in the counties of Kisumu, Kakamega, Rift Valley. These counties are
very promising in terms of growth and health services are being devolved, the counties are
home to middle size cities that are strategically located, have a big population and are
attractive locations for the opening of new private hospitals. | en_US |
