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Abstract
This study seeks to: determine the influence of public policy marketing practices on the performance of poverty reduction projects in the agricultural sector, assess the influence of managerial qualities of project staffs on the relationship between public policy marketing practices and performance of poverty reduction projects; investigate the influence of demographic characteristics of project target beneficiaries, evaluate the joint influence of public policy marketing practices, managerial qualities of project staffs and demographic characteristics of project target beneficiaries. The study is anchored on the broad theory of social marketing. Other supporting theories include adoption and diffusion of innovations and public policy formation and marketing. The study aligns itself with the positivist paradigm. Four hypotheses are developed and the study population is proposed to comprise all the poverty reduction projects in the agricultural sector in central Kenya. Performance Index (PPI) and other Project performance issues, as identified by the project staffs, will be used as the performance indicators.