Marketing Insurance Services

Trevor Watkins and Stephen Diacon

Chapter 13 in A Guide to Insurance Management, 1990, pp 208-227 from Palgrave Macmillan

Abstract: Abstract This chapter introduces the concept of marketing and examines the contribution which marketing can make within the insurance industry. The discussion proceeds under five main headings: firstly the special problems and strategies of services marketing will be examined, leading next to a discussion of the role of marketing in insurance. Sections 13.3 to 13.5 then describe the main components of the marketing process: demand analysis, market research and marketing mix. Further consideration is given to three key features of the marketing mix in sections 13.6 to 13.8, and the chapter concludes with a brief discussion of marketing strategy.

Keywords: Market Research; Marketing Strategy; Product Life Cycle; Insurance Industry; Personal Selling (search for similar items in EconPapers)
Date: 1990
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DOI: 10.1007/978-1-349-07495-2_13

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