Insurance marketing

Author: Zhang Jinping
Publisher:
Publish Date: 2006-12-01
Features: This textbook is designed for the teaching requirements and characteristics of higher vocational and technical college majors in finance and insurance, and marketing, combining the actual situation of China's insurance market to elaborate on and introduce the principles and practices of insurance marketing. The book is divided into two parts: the theory section and the practice section. The theory section explains the basic principles of insurance marketing, opportunity analysis for insurance marketing, selection of target markets for insurance, insurance product strategies, insurance premium strategies, insurance marketing channel strategies, and insurance promotion strategies. The practice section introduces the business processes of underwriting, risk assessment, and claims handling, as well as techniques for insurance customer development, after-sales service, and communication skills. This textbook is suitable for insurance marketing courses in higher vocational and technical college majors in finance and insurance and marketing. It can also serve as a training manual for employees of insurance companies and a reference book for insurance agents, brokers, and other practitioners in the insurance industry.