Pillai, Rajasekharan and Rao, M S and Thampy, Jaik and Peter, Jerrin (2011): Customer driven marketing strategy of LIC international in Bahrain: a product specific study.
Download (82kB) | Preview
Abstract Marketing of service product requires a slightly different strategy owing to the idiosyncratic nature of service items. The present study explores the customer oriented marketing strategy of LIC International in the Kingdom of Bahrain. The approach of the study was exploratory and personal interview was conducted to contribute major input source to the research. The company has been following a different marketing strategy in the study area different from the conventional approach in the home country. The customer focused marketing strategy was reviewed in seven Ps frame work.
|Item Type:||MPRA Paper|
|Original Title:||Customer driven marketing strategy of LIC international in Bahrain: a product specific study|
|Keywords:||Service marketing, LIC international, insurance marketing, Seven Ps|
|Subjects:||M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M31 - Marketing
G - Financial Economics > G2 - Financial Institutions and Services > G22 - Insurance; Insurance Companies
|Depositing User:||Rajasekharan Pillai|
|Date Deposited:||14. Sep 2011 17:50|
|Last Modified:||12. Feb 2013 08:19|
Baskar, S. and Lakshmikutty, S. 2005. Insurance Distribution in India- A Perspective, Domain Competency Group (Insurance), Infosys technologies Limited.
Gronroos, C. 1991. The Marketing Strategy Continuum: towards a marketing concept for the 1990s, management Decision, 29(1), p. 9.
Kotler, P. and Armstrong, G. 2006. Principles of Marketing, 3rd edn, Australia: Pearson Education
Kotler, P. and Keller, K. 2009. Principles of Marketing, 13th edn, New Delhi: Prentice Hall of India