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Companies are exposed to the risk of inintended instrumental effects when designing their marketing mix. In this context, the marketing tools can ignite both their own effects resp. temporal combined effects—namely so-called delay, carry over, decay, and spill over effects (Steffenhagen 2004, p. 278 f.)—as well as factual combined effects, i.e., they can have opposing effects on each other (Becker 2019, p. 787 f. and 799).

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Integration of Marketing Tools in the Marketing Mix of the Insurance Company

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  • 发表日期：

    2025年

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  • Thomas Köhne

摘要

Companies are exposed to the risk of inintended instrumental effects when designing their marketing mix. In this context, the marketing tools can ignite both their own effects resp. temporal combined effects—namely so-called delay, carry over, decay, and spill over effects (Steffenhagen 2004, p. 278 f.)—as well as factual combined effects, i.e., they can have opposing effects on each other (Becker 2019, p. 787 f. and 799).