Developing trends in the marketing of life insurance |
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| Authors: | Trevor Watkins |
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| Institution: | Head of Business Management , Dorset Institute of Higher Education , Dorset |
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| Abstract: | The personal financial services industry is being changed drastically by a number of legislative and other measures. As a result, life assurance companies are having to reappraise their use of marketing methods in a highly competitive environment. This paper investigates the major industry marketing trends which are occurring particularly in the areas of advertising, distribution, new product development and price. The role of IT is highlighted. The trends are set against a backcloth of an analysis of market penetration by a range of personal financial services products. The paper ends by outlining likely future trends in the use of marketing methods by assurance companies as part of their competitive strategies. Data are presented from published sources and from a series of personal interviews with marketing executives in the industry. |
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