Insurance Marketing

Author: Liu Zicao
Publisher:
Publish Date: 2003-01-01
Features: This book comprehensively introduces the discipline system of insurance marketing. Based on introducing the main and secondary subjects of insurance marketing and related knowledge, it follows the logic of theory before practice and macro before micro, introducing the management procedures and marketing planning of insurance marketing. It analyzes the environment and strategies of insurance marketing from both macro and micro perspectives, elaborates on insurance demand and buyer behavior, insurance competitive advantages and strategic choices of insurance enterprises, insurance marketing information management systems and insurance marketing research, insurance marketing forecasting and decision-making, insurance market segmentation and target market selection, etc. Finally, from the perspective of practical exercises, it introduces the seven major marketing strategies of insurance enterprises, achieving a good balance between moderate theoretical content and rich practicality.