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By Michael P. Zerres,Michael Reich

Lange Zeit wurde das advertising in der deutschen Versicherungswirtschaft vernachlässigt. Inzwischen erlangt es (im Sinne einer Ausrichtung aller betrieblichen Bereiche auf den Markt und seine Anforderungen) auch in Versicherungsunternehmen eine wachsende Bedeutung. Das Handbuch orientiert sich am Dienstleistungsmarketing und überträgt Erkenntnisse aus allgemeinem und Dienstleistungsmarketing auf das advertising and marketing von Versicherungsunternehmen – unter Berücksichtigung der wesentlichen Merkmale des Versicherungsgeschäfts.

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Handbuch Versicherungsmarketing (German Edition) by Michael P. Zerres,Michael Reich


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