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A marketing audit of the actuarial profession

Published online by Cambridge University Press:  20 April 2012

R. J. H. Milne ,
G. M. Bagot ,
A. C. Buchanan ,
A. R. Goodman ,
A. K. Gupta ,
I. G. Horn ,
S. F. Lee ,
R. Porch  and
I. J. Thomson
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Abstract

This paper presents the results of research into the marketing of the actuarial profession including a SWOT analysis, public awareness and image of the profession amongst target groups (general public, undergraduates, journalists, company directors, pension scheme trustees and insurance intermediaries), and the desire to allocate more resources to the profession's public awareness and image. The paper also contains an analysis of the national press coverage achieved by the profession and reports on developments in North America where a task force on strengthening the actuarial profession has been set up.

Keywords

MarketingImagePublic RelationsActuarial Profession
Type
Research Article
Information
Journal of the Institute of Actuaries , Volume 118 , Issue 2 , 1991 , pp. 195 - 274
Copyright
Copyright © Institute and Faculty of Actuaries 1991

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References

REFERENCES

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