Insurance Marketing (Second Edition), Peking University Insurance Series

Author: Zhang Hongxia (Compiler)
Publisher:
Publish Date: 2001-10-01
Features: This book is the textbook for the Insurance Marketing course at the School of Insurance, Peking University. The 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, policyholder behavior analysis, competitive analysis and competitive strategies, and the decision-making process for the target market of insurance products; Part 3 introduces the marketing strategies for insurance products, providing a detailed analysis of insurance product design and development, the setting of insurance premium rates, the selection and management of insurance intermediaries, promotional strategies for insurance products, service strategies, integrated marketing communication strategies, database management, and online marketing.