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

Abstract

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.Service marketing, LIC international, insurance marketing, Seven Ps