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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| Format: | Project Paper Report |
| Language: | English English |
| Published: |
1998
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| Online Access: | http://psasir.upm.edu.my/id/eprint/9254/ http://psasir.upm.edu.my/id/eprint/9254/1/GSM_1998_10.pdf |
| _version_ | 1848841094865879040 |
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| author | A. Rahman, Mahfar |
| author_facet | A. Rahman, Mahfar |
| author_sort | A. Rahman, Mahfar |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-15T07:37:47Z |
| format | Project Paper Report |
| id | upm-9254 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English English |
| last_indexed | 2025-11-15T07:37:47Z |
| publishDate | 1998 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-92542024-02-13T09:05:32Z http://psasir.upm.edu.my/id/eprint/9254/ Marketing Strategy of Lembaga Tabung Haji A Case Study A. Rahman, Mahfar 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. 1998-01 Project Paper Report NonPeerReviewed text en http://psasir.upm.edu.my/id/eprint/9254/1/GSM_1998_10.pdf A. Rahman, Mahfar (1998) Marketing Strategy of Lembaga Tabung Haji A Case Study. [Project Paper Report] Lembaga Tabung Haji. - Case studies. Service industries - Marketing - Case studies - Malaysia. English |
| spellingShingle | Lembaga Tabung Haji. - Case studies. Service industries - Marketing - Case studies - Malaysia. A. Rahman, Mahfar Marketing Strategy of Lembaga Tabung Haji A Case Study |
| title | Marketing Strategy of Lembaga Tabung Haji A Case Study |
| title_full | Marketing Strategy of Lembaga Tabung Haji A Case Study |
| title_fullStr | Marketing Strategy of Lembaga Tabung Haji A Case Study |
| title_full_unstemmed | Marketing Strategy of Lembaga Tabung Haji A Case Study |
| title_short | Marketing Strategy of Lembaga Tabung Haji A Case Study |
| title_sort | marketing strategy of lembaga tabung haji a case study |
| topic | Lembaga Tabung Haji. - Case studies. Service industries - Marketing - Case studies - Malaysia. |
| url | http://psasir.upm.edu.my/id/eprint/9254/ http://psasir.upm.edu.my/id/eprint/9254/1/GSM_1998_10.pdf |