Effect of Integrated Marketing Practices and Organizational Structure on Efficiency and Effectiveness of NGOs in Nairobi City County, Kenya
Journal Title: International Journal of Humanities and Social Science Invention - Year 2017, Vol 6, Issue 8
Abstract
The aim of this study was to determine the effect of integrated marketing practices and organizational structure on efficiency and effectivness of NGOs. The study adopted descriptive crosssectional survey design where data was collected from one hundred and tewnty two NGOs. The findings indicated a positive linear relationship between integrated marketing practices on efficiency and effectivness of NGOs. Similarly, organizational structure affects NGOs efficiency and effectivness positively. However, orgnizational structure does not moderate the relationship between integrated marketing practices and efficiency or effectivness of NGOs. The study also found out that the joint effect of integrated marketing practices and organizational structure was greater than their individual effect. The study recommends embracing of integrated marketing practices as a strategy for improving organizational performance.
Authors and Affiliations
John Njau Kamau, Prof. Justus M. Munyoki, Prof. Francis N. Kibera, Dr. Mary Kinoti
Keywords
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