Holistic Marketing Practices, Organizational Characteristics, External Environment and Performance of Non-Governmental Organizations in Nairobi City County
Editors: 

John N. Kamau

The study seeks to answer the research question: What is the effect of holistic marketing practices, organizational characteristics and external environment on performance of NGOs? The study objectives include: To Establish relationship between holistic marketing practices and performance of NGOs in Nairobi City County, to Determine the effect of organizational characteristics on relationship between holistic marketing practices and performance of NGOs in Nairobi City County, to Determine the influence of external environment on relationship between holistic marketing practices and performance of NGOs in Nairobi City County and to Establish the joint effect of holistic marketing practices, organizational characteristics and external environmental factors on performance of NGOs in Nairobi City County.

This study is founded on relationship marketing theory resource-based view and social marketing theory. This study will be guided by positivistic philosophy and has adopted a descriptive, cross-sectional survey design. The population of the study comprises 1241 NGOs operating within Nairobi City County and stratified random sampling technique will be used to select a sample size of 384. Data will be collected using semi-structured questionnaire and also interview guide will be used. Data analysis will involve descriptive statistics, factor analysis as well as correlation and multiple regression analysis.

Frequency of Publication: 
Annually