Insurance Marketing

This textbook offers a comprehensive and up-to-date overview of the issues and content of insurance marketing. It is the only book of its kind to provide a broad theoretical foundation with references to the latest research findings and in-depth literature, far beyond previous works on insurance marketing. The application-oriented presentation, the latest legal framework and market developments as well as marketing highlights from insurance companies contribute to the necessary practical relevance. The textbook is aimed at Bachelor's and Master's students, academics and interested professionals.

The Content

• Justification of insurance marketing and marketing conception
• Insurance marketing as a business function within insurance companies
• The insurance market as a target for insurance marketing
• Theoretical foundations of insurance demand by private customers
• Marketing research for gathering information bases for insurance marketing
• Analysis of the marketing situation of the insurance company
• Marketing objectives of the insurance company
• Marketing strategy of the insurance company
• Marketing tasks of the insurance company
• Marketing instruments of the insurance company: product policy, pricing and premium policy, service policy, claims policy, distribution policy, communication policy
• Integration of marketing instruments in the marketing mix of the insurance company
• Marketing management: planning, implementation, and control of marketing activities

The Author

Professor Dr. Thomas Köhne completed his habilitation at the University of St. Gallen in 2006. He has been working at the Berlin School of Economics and Law since 2008 where he is responsible for the dual Bachelor's degree courses in Business Administration/Insurance as Head of Insurance. He has been teaching and researching in the field of insurance marketing for many years.

The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.

This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.