Services Marketing Mix : A Comparative Study of the Perceptions of Buyers and Sellers of Life Insurance Products

ISBN-13: 9783659870309 / Angielski / Miękka / 2016 / 308 str.

Ganesh Dash

Opis

The post-globalisation world has brought the customer in to the focus. Almost in all the major economies barring China, services sector is dominating over the traditional manufacturing sector and is growing phenomenally over the years since the concept of liberalization started to sweep the world economy. The traditional method of marketing strategy, i.e. S.T.P. (Segmenting, Targeting and Positioning) has become obsolete in this fast changing global scenario. Services marketing have become the preferred strategy in this modern era. Indian life insurance industry was under monopoly regime since 1956. Only one public sector company, L.I.C. was catering to the entire customer base. It was following the traditional marketing mix to sell its products giving importance to the product elements and ignoring all other aspects. It was specifically neglecting the P for people. But after the privatization, with more competitors, the market is experiencing a good competition and the customer is getting the utmost importance. The modern life insurance industry has adopted the latest marketing mix in its marketing strategies.

O autorze

With a Ph.D. from Pondicherry University, Ganesh started his career with Jaipur National University, Jaipur and currently is associated with SV Group of Institutions, Hyderabad. He has developed a penchant for both services marketing & marketing papers with statistics and research methodology. He is now deeply involved with Marketing research.