Insurance Service Marketing

Author: Pan Jin
Publisher:
Publish Date: 2005-09-01
Features: This book primarily elaborates on the methods and approaches for conducting insurance marketing activities in the context of global economic integration. Through theories, models, cases, and reading materials, it presents the fundamental knowledge and innovative methods of insurance marketing, serving as a practical and cutting-edge reading that effectively combines theory and practice. The book is divided into five parts, totaling sixteen chapters. Part I is the Foundation Section, introducing the basic concepts and principles of insurance marketing, including Chapter 1: Overview of the Insurance Market, Chapter 2: Overview of Insurance Marketing, and Chapter 3: Marketing Management Procedures of Insurance Companies, written by Mou Jinjing. Part II is the Analysis Section, including Chapter 4: Analysis of the Insurance Marketing Environment, written by Pan Jin; Chapter 5: Analysis of Insurance Demand and Insurer Behavior, and Chapter 6: Insurance Marketing Research and Target Market Selection, written by Chen Shujun. Part III is the Strategy Section, introducing the main marketing strategies of insurance companies, including Chapter 7: Strategies for the Design and Development of Insurance Products, written by Pan Jin; Chapter 8: Insurance Marketing Channels, Chapter 9: Sales Promotion Strategies of Insurance Personnel, and Chapter 10: Insurance Services and Customer Relationship Management, written by Xu Jing. Part IV is the Innovation Section, introducing the innovations in methods and technologies of insurance marketing, including Chapter 11: Insurance Network Marketing, written by Pan Jin; Chapter 12: Relationship Marketing, written by Chen Shujun. Part V is the Reference Section, introducing the marketing strategies of insurance markets in Europe, Asia, and the Americas for reference, including Chapter 13: U.S. Insurance Marketing, Chapter 14: European Insurance Marketing, Chapter 15: Asian Insurance Marketing, and Chapter 16: Evaluation and Reference of Insurance Marketing Models in the U.S., Japan, and the U.K.