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- Title
Marketing Strategies, Organisation and Performance Control in Insurance.
- Authors
Meidan, Arthur
- Abstract
Every insurer must recognise that its ‘strategic posture’ depends partly on the competitive environment, partly on its allocation of marketing resources. This posture should be determined in the light of the insurance firm's strengths, limitations, and corporate objectives. This paper presents eight different marketing strategies for insurers, suggesting that the selection of an appropriate strategy should be based on the internal conditions and external forces facing the firm. The selected strategy should then be implemented by a careful marketing plan. If an insurance marketing strategy is to be effective, due attention should be given to the marketing organisational structure and its departmental responsibilities. Finally the study suggests several alternative control systems that might enable insurers to evaluate the performance of the selected marketing strategy. Under existing dynamic conditions strategic objectives should be under continuous appraisal in order that an insurer might retain the initiative in its market
- Subjects
BUSINESS planning; MARKETING strategy; MANAGEMENT; INSURANCE marketing; BUSINESS enterprises; MARKETING
- Publication
Journal of Risk & Insurance, 1982, Vol 49, Issue 3, p388
- ISSN
0022-4367
- Publication type
Article
- DOI
10.2307/252494