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Marketing-Controlling in der Versicherungsbranche

In: Handbuch Marketing-Controlling

Author

Listed:
  • Michael Dorka

Abstract

Zusammenfassung Das Controlling in Versicherungsunternehmen im Allgemeinen und das versicherungsspezifische Marketing-Controlling im Besonderen sind relativ wenig in der Fachliteratur ganzheitlich thematisiert. In diesem Beitrag werden zunächst die Grundlagen der institutionellen Perspektive mittels Beschreibung der versicherungsspezifischen Besonderheiten für das Marketing und Controlling gelegt. Darauf aufbauend erfolgt die Betrachtung des Marketing-Controlling in der Versicherungsbranche sowohl aus strategischer als auch operativer Perspektive. Es wird ein Überblick über eine Auswahl an Controllinginstrumenten, die eine Relevanz für die Versicherungsbranche haben, gegeben. Neben den „klassischen“ operativen Marketinginstrumenten finden dabei auch die für Versicherungsunternehmen relevanten Instrumente der Prozess- und Personalpolitik Berücksichtigung.

Suggested Citation

  • Michael Dorka, 2021. "Marketing-Controlling in der Versicherungsbranche," Springer Books, in: Christopher Zerres (ed.), Handbuch Marketing-Controlling, edition 5, pages 631-654, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-62837-9_29
    DOI: 10.1007/978-3-662-62837-9_29
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