PARTICULARITIES OF THE MARKETING ACTIVITY IN THE INSURANCE INDUSTRY

Petrescu Eva-Cristina () and Nicolae Pop
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Petrescu Eva-Cristina: ASE Bucuresti, Marketing

Annals of Faculty of Economics, 2009, vol. 4, issue 1, 788-792

Abstract: In the insurance industry there is a new way of thinking which determined the passage from transactional marketing to a holistic marketing concept. In this paper five key elements of holistic marketing are presented: relationship marketing, integrated mar

Keywords: holistic marketing in insurance; relationship marketing; integrated marketing; internal marketing; social responsibility marketing; international marketing; trust; customer loyalty; crisis (search for similar items in EconPapers)
JEL-codes: G22 M31 (search for similar items in EconPapers)
Date: 2009
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