Global Journal of Commerce & Management Perspective
Open Access

Abstract

Perception of Managers on Internal Marketing in Nongovernmental Organizations in Zimbabwe: A Case of Masvingo Province

Jilson Zimuto

The study sought to establish the perception of managers towards the relevance of internal marketing in NonGovernmental Organizations (NGOs) in Zimbabwe. This has been necessitated by the escalating numbers of NGOs in this drought-stricken era. Many NGOs are in operation in Zimbabwe and Masvingo province in particular. Masvingo province was used in this study. In assessing this phenomenon, fifty (50) managers were interviewed at their offices in Zimbabwe. The sample comprised only NGOs managers in Masvingo province. The research findings proved that internal marketing is a new idea to most managers. However, managers expressed the sanguine desire to try internal marketing in their operations.