Insurance Marketing: Focus on Services and Client Relationships

Description

“Insurance Marketing: Focus on Services and Client Relationships” offers a comprehensive exploration of the dynamic insurance sector for college students. This text begins by grounding readers in the fundamentals of insurance, its complex regulatory environment, and competitive forces shaping the market. It then delves into the unique challenges of insurance marketing, highlighting the critical role of relationship marketing in fostering client trust and loyalty. Students will gain insights into traditional and evolving distribution channels, including direct and digital strategies, and specialized areas like microinsurance and critical illness coverage.

By applying core marketing principles—market segmentation, positioning, and the marketing mix—to real-world scenarios, this book equips future professionals with the strategic knowledge and practical skills necessary to thrive in the modern insurance landscape, emphasizing client-centric service delivery.

Michael Stone, PhD, is an esteemed scholar with expertise in insurance marketing and regulation. Their research illuminates critical aspects of health insurance and digital distribution channels. This textbook showcases their significant contributions to the field.