Justification of Insurance Marketing and Concept of this Textbook

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发表日期：

2025年

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Thomas Köhne

摘要

This introductory chapter aims to briefly discuss why insurance companies should engage in strategic (Sect. 1.1) and industry-specific (Sect. 1.2) marketing, what reference points it has (Sect. 1.3), and what concept this textbook follows (Sect. 1.4).

This introductory chapter aims to briefly discuss why insurance companies should engage in strategic (Sect.&#xa0;1.1) and industry-specific (Sect.&#xa0;1.2) marketing, what reference points it has (Sect.&#xa0;1.3), and what concept this textbook follows (Sect.&#xa0;1.4).

Justification of Insurance Marketing and Concept of this Textbook

摘要

This introductory chapter aims to briefly discuss why insurance companies should engage in strategic (Sect. 1.1) and industry-specific (Sect. 1.2) marketing, what reference points it has (Sect. 1.3), and what concept this textbook follows (Sect. 1.4).