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The introductory chapter highlighted the importance of insurers conducting strategic insurance marketing. In this chapter, the current status quo in corporate practice and science will first be worked out (Sect. 2.1), in order to develop, on this basis, an industry-specific insurance marketing definition and an insurance marketing conception for insurance companies (Sect. 2.2).

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Insurance Marketing as a Business Management Function in Insurance Companies

  • 章节

  • 发表日期：

    2025年

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  • Thomas Köhne

摘要

The introductory chapter highlighted the importance of insurers conducting strategic insurance marketing. In this chapter, the current status quo in corporate practice and science will first be worked out (Sect. 2.1), in order to develop, on this basis, an industry-specific insurance marketing definition and an insurance marketing conception for insurance companies (Sect. 2.2).