The Guide to Understanding Insurance Marketing, published by the A.M. Best Company, looks at how leading insurers promote their products, and how service providers can make a pitch that resonates with them.
This easy-to-read guide surveys the marketing landscape used in building, promoting and analyzing brands, complete with quizzes, interesting facts and helpful tips from marketing executives at insurance companies and marketing experts.
The Guide gives an overview of the many ways in which marketing plays a vital role in the insurance industry, including:
Branding
Logo and Web Site Design
Market Analysis
Value Positioning
Marketing Techniques
Direct Mail
E-mail Marketing
Direct Response Marketing
Internet Marketing
(including search engine optimization)
Advertising
Public Relations
Trade shows
Sponsorships
Multicultural Marketing
Social Media Marketing
Also included are listings of 400 top property/casualty and life/health companies, leading reinsurers, brokers and insurance and insurance-related publishers.
Who Would Benefit from The Guide to Understanding Insurance Marketing?
Insurance companies, or insurance marketing professionals, looking to promote their products
Insurance marketers looking for ideas in developing and executing marketing programs
Service providers or vendors looking to contract with insurance companies
Professionals who are new to the field of insurance marketing
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