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Particularities Of The Marketing Activity In The Insurance Industry

Author

Listed:
  • Petrescu Eva-Cristina

    (ASE Bucuresti, Marketing)

  • Pop Nicolae Al.

    (ASE Bucuresti, Marketing)

Abstract

In the insurance industry there is a new way of thinking which determined the passage from transactional marketing to a holistic marketing concept. In this paper five key elements of holistic marketing are presented: relationship marketing, integrated mar

Suggested Citation

  • Petrescu Eva-Cristina & Pop Nicolae Al., 2009. "Particularities Of The Marketing Activity In The Insurance Industry," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 4(1), pages 788-792, May.
    • Handle: RePEc:ora:journl:v:4:y:2009:i:1:p:788-792
    as

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    File URL: http://steconomice.uoradea.ro/anale/volume/2009/v4-management-and-marketing/159.pdf
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    References listed on IDEAS

    as
    1. Ruy de Carvalho, 1998. "How Does the Future Look?," The Geneva Papers on Risk and Insurance - Issues and Practice, Palgrave Macmillan;The Geneva Association, vol. 23(4), pages 469-472, October.
    2. Ute Werner, 1994. "Aspects of Multicultural Marketing of Insurance Companies," The Geneva Papers on Risk and Insurance - Issues and Practice, Palgrave Macmillan;The Geneva Association, vol. 19(2), pages 196-214, April.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    holistic marketing in insurance; relationship marketing; integrated marketing; internal marketing; social responsibility marketing; international marketing; trust; customer loyalty; crisis;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • G22 - Financial Economics - - Financial Institutions and Services - - - Insurance; Insurance Companies; Actuarial Studies

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