Insurance Marketing

Author: Guo Songping Zhao Chunmei
Publisher:
Publish Date: 2003-07-01
Features: This book is divided into four parts and fifteen chapters. The Basic Part introduces the fundamental principles of insurance marketing from Chapter to Chapter 3, covering core concepts of insurance marketing and insurance-marketing management, the development of insurance marketing concepts, the insurance marketing market and its demand patterns, as well as the procedures and execution of insurance marketing management plans. The Analytical Part discusses the internal and external environments of insurance marketing from Chapter 4 to Chapter 8. Insurance Marketing is a course that integrates insurance studies with marketing studies, applying marketing theories and methods to the management of insurance operations, featuring distinct industry characteristics. This book is divided into four parts and fifteen chapters. The Basic Part introduces the fundamental principles of insurance marketing from Chapter to Chapter 3, covering core concepts of insurance marketing and insurance-marketing management, the development of insurance marketing concepts, the insurance marketing market and its demand patterns, as well as the procedures and execution of insurance marketing management plans. The Analytical Part discusses the internal and external environments of insurance marketing from Chapter 4 to Chapter 8, analyzing consumer behavior in the insurance market and the behavior of competitors; the Strategy Part from Chapter 9 to Chapter 11 is the key section of the book. The Distribution and Promotion Part from Chapter 12 to Chapter 15 is the section most closely aligned with industry characteristics.