Insurance Marketing

Author: Xu Kun / Country: Mainland China
Publisher:
Publish Date: 2006-08-01
Features: This book is compiled according to the international curriculum of "Insurance Marketing" and tailored to the teaching characteristics of vocational colleges and technical schools. It covers the examination outline of national vocational qualification certificates (Insurance Agent, Insurance Appraiser, and Insurance Broker) and the requirements of insurance-related laws and regulations for insurance marketing. The book combines theory with practice, fully considers the insurance marketing system and its future development, and strives for concise language and compact content. While cultivating students' comprehensive grasp of fundamental knowledge, it places greater emphasis on developing practical skills. The book elaborates on chapters such as the environment of insurance marketing, the behavior of insurance buyers, the management of insurance marketing information and marketing research, the insurance market, insurance products, insurance marketing channels and intermediaries, insurance promotion strategies, insurance marketing management, and practical application techniques. Each chapter is accompanied by relevant insurance cases and reflection questions to enhance students' practical operational skills. This book can serve as a textbook for financial majors, insurance majors, marketing majors, and investment and wealth management majors in vocational colleges and technical schools. It can also be used as a reference for insurance company sales personnel, marketing planning staff, and trainers.