Insurance Marketing (Second Edition)

Author: Zhang Hongxia
Publisher:
Publish Date: 2001-10-02
Features: The catalog introduction of this book: Chapter 1 Insurance Products and Insurance Markets; Chapter 2 Basic Content of Insurance Product Marketing; Chapter 3 Analysis of the Insurance Product Marketing Environment; Chapter 4 Analysis of Insurer Behavior. This book is the textbook for the course "Insurance Marketing" in the School of Insurance at Peking University. The entire book is divided into three parts: Part 1 introduces the basic knowledge of insurance product marketing; Part 2 introduces the basic analytical methods of insurance product marketing, including environmental analysis, insurer behavior analysis, competitive analysis and competitive strategies, and target market decision-making for insurance products; Part 3 introduces the marketing strategies of insurance products, providing a detailed analysis of product design and development, premium setting, the selection and management of insurance intermediaries, promotional strategies, service strategies, integrated marketing communication strategies, database management, and online marketing.