Promotional Strategies and Practices in Insurance Sector: A Study of Private Life Insurance Industries - Softcover

Singh, Sanjeev Kumar; Satsangi, Akshay Kumar

Softcover

ISBN 10: 3659368717 ISBN 13: 9783659368714

Publisher: LAP LAMBERT Academic Publishing, 2013

Synopsis

A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. The concept of promotional strategies becomes more relevant when it comes to service sector like life insurance, where a customer requires recurring services with utmost satisfaction. Promotional strategies are based on the basis of promotional mix elements. Strategies are said to be competitive moves of an organization where as promotional practices comprise of real or ground applications of the framed strategies. The reforms in the insurance sector leading finally to the opening of the insurance sector for private participation have brought in its wake major changes not only in the design of the products available in the market but also the manner in which they are marketed. This research paper is an attempt to focus on the study of promotional strategies and practices in selected private life insurance companies of India and also to find out the effectiveness of promotional strategies and practices on the overall performance of the orgz.

About this title

About the Author

The author is a Management Consultant with Post Graduation and M.Phill in Marketing Management. He has over six years experience in Banking Sector. He is actively associated with number of professional bodies. He has traveled countries like Mauritius, U.A.E, Singapore and Srilanka.

Edition details

• Publisher: LAP LAMBERT Academic Publishing
• Publication date: 2013
• ISBN 10: 3659368717
• ISBN 13: 9783659368714
• Binding: Paperback
• Language: English
• Number of pages: 52