Specifičnosti i značaj marketinga za uspeh u poslovanju osiguravajućih društava

Apstrakt

Uspeh svih poslovnih aktivnosti u delatnosti osigu-
ranja i reosiguranja valorizuje se na tržištu, odnosno od
osiugranika. Ukoliko osiguravajuća društva u potpu-
nosti udovolje zahtevima i potrebama osiguranika na
pravi način ostvariće poslovni uspeh. Cilj istraživanja
u radu jeste analiza specifičnosti i značaja marketinga
za uspeh u poslovanju osiguravajućih društava. Ključni
zaključak jeste da marketing za rezultat ima zadovolj-
nog osiguranika i profitabilnog osiguravača. Takođe,
marketing u osiguranju obezbeđuje rast tražnje, čime
nisu obezbeđeni samo veći prihodi od prodaje osigu-
ranja, već je omogućena i bolja atomizacija rizika, što
kombinovano omogućava dugoročno održivo poslova-
nje osiguravajućih društava.

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