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- Title
PARTICULARITIES OF THE MARKETING ACTIVITY IN THE INSURANCE INDUSTRY.
- Authors
Eva-Cristina, Petrescu; Al., Pop Nicolae
- 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 marketing, internal marketing, social responsibility marketing and international marketing. In order to be successful insurance companies have to be able to convince their clients of the usefulness of their products and of the solidity of their businesses. In the current crisis situation, trust is a vital element for the insurance industry and even if on short term, liquidity is the target, as it ensures survival, on long and medium term the objective has to be the consolidation of the trust of consumers in insurance companies and the goal of the managers must be to win customer loyalty.
- Subjects
INSURANCE &; society; MARKETING; PARTICULARITY (Aesthetics); INSURANCE exchanges; RELATIONSHIP marketing; INTEGRATED marketing; INTERNAL marketing; SOCIAL responsibility; SOCIAL responsibility of business; EXPORT marketing; CUSTOMER loyalty; FINANCIAL crises
- Publication
Annals of the University of Oradea, Economic Science Series, 2009, Vol 18, Issue 4, p788
- ISSN
1222-569X
- Publication type
Article