Pillai, Rajasekharan; Rao, M S; Thampy, Jaik; Peter, Jerrin - Volkswirtschaftliche Fakultät, … - 2011
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...