The extent of use of marketing in not-for-profit organizations: the case of non-governmental organizations in Kenya

Content Provider	Semantic Scholar
Author	Gathuo, Anne W.
Copyright Year	1989
Abstract	Marketing writers often emphasize the universality of the marketing process as it applies to all organizations in our society, whether profit or not-for-profit, government or private, professional or nonprofessional, international or national, > industrial or consumer-products companies. The not-for-profit sector constitutes an important economic sector consisting of a wide variety of organizations including / universities, charitable organizations, hospitals, government agencies, and foundations. The study reported here was an exploratory study whose objective was to find out the extent of the use of marketing tools in Not-For-Profit Organizations, with special reference to Non-Governmental Organizations (NGOs) in Kenya. t The data was collected by use of a structured and nondisguised questionnaire. The questionnaires were administered on a "drop-and-pick-later" basis where possible while the rest were mailed to the respondents. Eighty-one organizations were surveyed of which fifty-one responded. According to the findings of this study, most administrators of the NGOs seem to believe that marketing is a process peculiar to business organizations. Indeed, this came out very clearly in some of the notes that accompanied the questionnaires that
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Alternate Webpage(s)	http://erepository.uonbi.ac.ke:8080/xmlui/bitstream/handle/11295/40056/ANNE_W._GATHUO_M.B.A._1989.pdf?isAllowed=y&sequence=3
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article