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Marketing of retail financial services

Published online by Cambridge University Press:  20 April 2012

M. Iqbal
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Extract

1.1 In recent years insurance companies have begun to employ marketing techniques in search of greater success in an increasingly competitive market place. Several companies have Marketing Departments. However, those who have used marketing techniques most efficiently are not necessarily those with the largest departments.

Type
Research Article
Information
Journal of the Institute of Actuaries , Volume 115 , Issue 3 , September 1988 , pp. 405 - 494
Copyright
Copyright © Institute and Faculty of Actuaries 1988

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