ABOUT THE BOOK

This book recognizes that the major function of the insurance marketer is decision making. It focuses, therefore, on the major types of decision – and problems – facing the insurance marketing executive in his attempt to harmonise the objectives of the insurance company with the environment and opportunities found in the market place. The first three chapters are introductory, presenting the special characteristics and factors affecting the insurance market – how an insurance company should develop and implement the marketing concept (as opposed to the sales approach) and its marketing programme. In order to develop a marketing programme, insurance customer behavior and market segmentation should be thoroughly investigated. Next marketing research methods and their roles in market segmentation and customer behavior analysis are introduced. Finally, the last three chapters discuss the main elements of insurance marketing strategy, organization, planning and control. The book concludes with a summary of recent developments and future trends in insurance marketing, including the roles of consumerism, customer protection regulation in this industry and the impact of inflation on insurance marketing operations.