THE ROLE OF THE MARKETING MIX IN THE IMPROVEMENT OF AGRICULTURAL INSURANCE
Specialization of agricultural production is closely associated with increased risk. Insurance is often used as a method of transferring risk from a farmer to an insurance company. The development of modern agriculture requires widening the scope of insurance coverage. Therefore, the paper analyzes...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Naučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, Bukurešt
2012-12-01
|
| Series: | Ekonomika Poljoprivrede (1979) |
| Subjects: | |
| Online Access: | https://www.ea.bg.ac.rs/index.php/EA/article/view/545 |
| _version_ | 1797825106030886912 |
|---|---|
| author | Žaklina Stojanović Mirjana Gligorijević Tatjana Rakonjac-Antić |
| author_facet | Žaklina Stojanović Mirjana Gligorijević Tatjana Rakonjac-Antić |
| author_sort | Žaklina Stojanović |
| collection | DOAJ |
| description |
Specialization of agricultural production is closely associated with increased risk. Insurance is often used as a method of transferring risk from a farmer to an insurance company. The development of modern agriculture requires widening the scope of insurance coverage. Therefore, the paper analyzes the possibility of adjusting insurance offers to the specific needs in agriculture sector with the aim of increasing the number of insured business entities. First, it is necessary to properly defne the marketing mix in agricultural insurance. Second, it is equally important to permanently measure effectiveness and legitimacy of its application. Importance of the most commonly used indicator - the Return on Marketing Investment Coeffcient (ROMI), is underlined.
|
| first_indexed | 2024-03-13T10:49:10Z |
| format | Article |
| id | doaj.art-49e3fdaafddb4896b5e1093307205bbd |
| institution | Directory Open Access Journal |
| issn | 0352-3462 2334-8453 |
| language | English |
| last_indexed | 2024-03-13T10:49:10Z |
| publishDate | 2012-12-01 |
| publisher | Naučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, Bukurešt |
| record_format | Article |
| series | Ekonomika Poljoprivrede (1979) |
| spelling | doaj.art-49e3fdaafddb4896b5e1093307205bbd2023-05-17T16:59:07ZengNaučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, BukureštEkonomika Poljoprivrede (1979)0352-34622334-84532012-12-01594THE ROLE OF THE MARKETING MIX IN THE IMPROVEMENT OF AGRICULTURAL INSURANCEŽaklina Stojanović0Mirjana Gligorijević1Tatjana Rakonjac-Antić2Faculty of Economics, University of BelgradeFaculty of Economics, University of BelgradeFaculty of Economics, University of Belgrade Specialization of agricultural production is closely associated with increased risk. Insurance is often used as a method of transferring risk from a farmer to an insurance company. The development of modern agriculture requires widening the scope of insurance coverage. Therefore, the paper analyzes the possibility of adjusting insurance offers to the specific needs in agriculture sector with the aim of increasing the number of insured business entities. First, it is necessary to properly defne the marketing mix in agricultural insurance. Second, it is equally important to permanently measure effectiveness and legitimacy of its application. Importance of the most commonly used indicator - the Return on Marketing Investment Coeffcient (ROMI), is underlined. https://www.ea.bg.ac.rs/index.php/EA/article/view/545agribusinessagricultural insurancemarketing mixmarketing metrics |
| spellingShingle | Žaklina Stojanović Mirjana Gligorijević Tatjana Rakonjac-Antić THE ROLE OF THE MARKETING MIX IN THE IMPROVEMENT OF AGRICULTURAL INSURANCE Ekonomika Poljoprivrede (1979) agribusiness agricultural insurance marketing mix marketing metrics |
| title | THE ROLE OF THE MARKETING MIX IN THE IMPROVEMENT OF AGRICULTURAL INSURANCE |
| title_full | THE ROLE OF THE MARKETING MIX IN THE IMPROVEMENT OF AGRICULTURAL INSURANCE |
| title_fullStr | THE ROLE OF THE MARKETING MIX IN THE IMPROVEMENT OF AGRICULTURAL INSURANCE |
| title_full_unstemmed | THE ROLE OF THE MARKETING MIX IN THE IMPROVEMENT OF AGRICULTURAL INSURANCE |
| title_short | THE ROLE OF THE MARKETING MIX IN THE IMPROVEMENT OF AGRICULTURAL INSURANCE |
| title_sort | role of the marketing mix in the improvement of agricultural insurance |
| topic | agribusiness agricultural insurance marketing mix marketing metrics |
| url | https://www.ea.bg.ac.rs/index.php/EA/article/view/545 |
| work_keys_str_mv | AT zaklinastojanovic theroleofthemarketingmixintheimprovementofagriculturalinsurance AT mirjanagligorijevic theroleofthemarketingmixintheimprovementofagriculturalinsurance AT tatjanarakonjacantic theroleofthemarketingmixintheimprovementofagriculturalinsurance AT zaklinastojanovic roleofthemarketingmixintheimprovementofagriculturalinsurance AT mirjanagligorijevic roleofthemarketingmixintheimprovementofagriculturalinsurance AT tatjanarakonjacantic roleofthemarketingmixintheimprovementofagriculturalinsurance |