Specificity and importance of marketing for success in the business of insurance companies


The success of all business activities in the insurance
and reinsurance industry is valued on the market, that
is, by insureds. If insurance companies fully satisfy
the requirements and needs of the insured in the right
way, they will achieve business success. The aim of the
research in the paper is to analyse the specificity and
importance of marketing for the success of insurance
companies. The key conclusion is that marketing results
in a satisfied insured and a profitable insurer. Also,
marketing in insurance ensures the growth of demand,
which not only ensures higher income from the sale
of insurance but also enables better risk atomisation,
which, combined, enables the long-term sustainable
business of insurance companies


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