Abstract
This chapter introduces the concept of marketing and examines the contribution which marketing can make within the insurance industry. The discussion proceeds under five main headings: firstly the special problems and strategies of services marketing will be examined, leading next to a discussion of the role of marketing in insurance. Sections 13.3 to 13.5 then describe the main components of the marketing process: demand analysis, market research and marketing mix. Further consideration is given to three key features of the marketing mix in sections 13.6 to 13.8, and the chapter concludes with a brief discussion of marketing strategy.
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References
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© 1990 Stephen Diacon
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Watkins, T., Diacon, S. (1990). Marketing Insurance Services. In: Diacon, S. (eds) A Guide to Insurance Management. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-07495-2_13
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DOI: https://doi.org/10.1007/978-1-349-07495-2_13
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-07497-6
Online ISBN: 978-1-349-07495-2
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