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Marketing Insurance Services

In: A Guide to Insurance Management

Author

Listed:
  • Trevor Watkins
  • Stephen Diacon

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.

Suggested Citation

  • Trevor Watkins & Stephen Diacon, 1990. "Marketing Insurance Services," Palgrave Macmillan Books, in: Stephen Diacon (ed.), A Guide to Insurance Management, chapter 13, pages 208-227, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-07495-2_13
    DOI: 10.1007/978-1-349-07495-2_13
    as

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