Modern marketing approach to insurance
Marketing growth in service activity was behind other industrial domain, especially the part which is producing consuming and investing services. Being late in marketing growth orientation specified in financial sector where is distinguished sector of insurance. This fact in theory of marketing is c...
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| Format: | Article |
| Language: | English |
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University of Pristina in Kosovska Mitrovica, Faculty of Economics
2013-01-01
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| Series: | Ekonomski Pogledi |
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| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/1450-7951/2013/1450-79511301063J.pdf |
| Summary: | Marketing growth in service activity was behind other industrial domain, especially the part which is producing consuming and investing services. Being late in marketing growth orientation specified in financial sector where is distinguished sector of insurance. This fact in theory of marketing is classifying like unique paradox. Paradox is based on the fact where insurance companies are having direct contact with consumers, which is in the hot spot of marketing, but being the last in use of marketing concept. Nowadays, the situation is completely different, so some industrial domains, which were using earlier the concepts of marketing, are conduce in insurance companies. Talking about use of marketing concept connected to insurance, it is essential to conclude that the concept is not deeply researched, so that brings motivation for better and full research. Aim of this work is to show the main reasons which are affecting marketing growth in insurance and to apply the possible flow of theoretical and practical growth. In this work we have considered certain specific questions connected to marketing growth in insurance, characteristics of markets, complexity of insurance markets with special view on marketing mix instruments and their possible combinations. |
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| ISSN: | 1450-7951 2334-7570 |