We have great pleasure in presenting the first edition “Marketing of Insurance Products” written for students of UG courses. The subject matter is written in a simple and easily understandable language with sufficient support from real business world information.
This book has four units namely Introduction to marketing in the insurance industry, Marketing theory and concepts in the insurance industry, Develop a marketing strategy for insurance products and Implement and deliver a marketing strategy.
This book contains brief information about role of the customer in marketing, impact of external and internal factors on the marketing strategy, supply and demand in the insurance industry, marketing mix, life cycle of insurance products, core competencies. Identifying segments in insurance customers, developing a portfolio of opportunities in India as well as abroad are the main eye-catching section of this book.
This is an attempt to provide the students with thorough understanding of the value and supply chain analysis, pricing, regulation, branding insurance products and services, brand awareness, brand extension, white labeling, emarketing, advertising, sales and account management, public relations, promotion. In writing this book we have benefited immensely from various sources of real information about past and present scenario and future trends of marketing of insurance product.
Contents –
1. Introduction to Marketing in the Insurance Industry
2. Marketing theory and Concepts in the Insurance Industry
3. Develop a Marketing Strategy for Insurance Products
4. Implement and Deliver a Marketing Strategy
