ARTICLES

MARKETING OF INSURANCE BROKERAGE AND AGENCY

Abstract

The subject of research in this paper is the marketing of insurance brokerage and agency as an area that has long been neglected in developed countries. Until recently, almost no one in our country dealt with these issues. The paper presents the concept and importance of marketing of insurance brokerage and agency, as well as the basic starting points for its implementation - market situation, changes in the behaviour of insured persons, the eff ect of technological progress, and the attitudes of brokers and agents towards marketing. The necessity of connection with the marketing of an insurance company was especially emphasized, since brokers and agents, on one hand, and insurers, on the other, have the same job. Finally, the features of independent marketing of insurance brokerage and agency are highlighted. In order to survive on the market and improve business operations, every broker and agent must necessarily use marketing, to the extent and in a manner appropriate to their work.

Key words: insurance marketing, insurance brokerage, insurance agency


UDK:339.138+658.8:368.1:368.023.5:331.154(497.11) Žаrkоvić, prоf. dr Nеbојšа MARKETING OF INSURANCE BROKERAGE AND AGENCY Page: 37-52
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