Marketing Strategy of Lembaga Tabung Haji A Case Study
The approach in marketing of services has been changing nowadays. In concept, services are marketed in the same way as tangible goods. In practice however, the characteristics that differentiate services from goods lead to different marketing program. The strategies and tactics used in the market...
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| Main Author: | |
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| Format: | Project Paper Report |
| Language: | English English |
| Published: |
1998
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/9254/1/GSM_1998_10.pdf http://psasir.upm.edu.my/id/eprint/9254/ |
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| Institution: | Universiti Putra Malaysia |
| Language: | English English |
| Summary: | The approach in marketing of services has been changing nowadays. In concept, services
are marketed in the same way as tangible goods. In practice however, the characteristics
that differentiate services from goods lead to different marketing program. The strategies
and tactics used in the marketing of goods frequently are not appropriate for services
marketing.
This paper would study the practice of marketing of services at Lembaga Tabung Haji
(LTH). It would be preceded by the historical background and operational aspects as well
as marketing strategy practiced by LTH in the first part. The analysis, comments and
recommendations would be covered in the second part. |
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