Individualisierung und Versicherung: Konsequenzen für ein gesellschaftsorientiertes Versicherungsmarketing
- ISBN-10
- 332291318X
- ISBN-13
- 9783322913180
- Category
- Business & Economics
- Pages
- 306
- Language
- German
- Published
- 2013-07-01
- Publisher
- Springer-Verlag
Description
Die zunehmende Individualisierung in unserer Gesellschaft hat nicht zu unterschätzende Konsequenzen für Versicherungsunternehmen. Zudem veränderten die Liberalisierungen vom Juli 1994 die Marktlage im Bereich des Privatkundengeschäftes. Um ihre Ziele zu erreichen, müssen Versicherungsunternehmen die Veränderungen innerhalb ihrer Umwelt daher verstärkt analysieren und in ihre strategischen Entscheidungsprozesse einbeziehen. Eine Neuorientierung des Marketing ist unumgänglich. Auf der Basis eines gesellschaftsorientierten Marketing-Ansatzes untersucht Harald Popp die Chancen und Risiken für Unternehmen der Privatversicherung. Verzeichnis: Auf der Basis eines gesellschaftsorientierten Marketing-Ansatzes untersucht Harald Popp die Chancen und Risiken für Unternehmen der Privatversicherung.
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