Insurance Marketing Second Edition

Author: Liu Zicao, Guo Songping (editors)
Publisher:
Publish Date: 2003-01-01
Features: This book comprehensively introduces the discipline system of insurance marketing. Based on introducing the main and subordinate subjects, as well as the objects of insurance marketing and related knowledge, it follows the logical progression of theory before practice and macro before micro to elaborate on insurance marketing management procedures and marketing planning. From both macro and micro perspectives, it analyzes the environment and strategies of insurance marketing, elaborates on insurance demand and buyer behavior, the competitive advantages of insurance and the strategic choices of insurance companies, the information management system of insurance marketing and insurance marketing research, insurance marketing forecasting and decision-making, market segmentation and target market selection in insurance. Finally, it introduces the seven major marketing strategies of insurance companies from the perspective of practical exercises, achieving a good balance between moderate theoretical depth and rich practicality.