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Customer driven marketing strategy of LIC international in Bahrain: a product specific study


  • Pillai, Rajasekharan
  • Rao, M S
  • Thampy, Jaik
  • Peter, Jerrin


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.

Suggested Citation

  • Pillai, Rajasekharan & Rao, M S & Thampy, Jaik & Peter, Jerrin, 2011. "Customer driven marketing strategy of LIC international in Bahrain: a product specific study," MPRA Paper 33388, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:33388

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    Service marketing; LIC international; insurance marketing; Seven Ps;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • G22 - Financial Economics - - Financial Institutions and Services - - - Insurance; Insurance Companies; Actuarial Studies

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