Keerthi P, Vijayalakshmi R. A Comparative Study on the Perception Level of the Services Offered by LIC and ICICI Prudential. ijom [Internet]. 2009 Aug. 29 [cited 2026 Jan. 20];39(8):40-54. Available from: https://www.indianjournalofmarketing.com/index.php/ijom/article/view/37026