Naslov
Promotion Mix in Offering Life Insurance

Autori
Bušelić, Marija ; Pucić, Kristina

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Change Management / Rajkovič, Vladislav - Kranj : Moderna organizacija, 2006, 1373-1381

Skup
Change Management

Mjesto i datum
Portorož, Slovenija, 15.03.2006. - 17.03.2006

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
life insurance; promotion mix; Allianz Zagreb; offer; leading position

Sažetak
Today, besides quality, when choosing, it is important how much the companies know about us and our wishes, our needs, and how big is the value they can offer for money. That is why ; the buying decision is more and more a clients’ relationship management issue and a valuable weapon against the stiff competition. Achieving the diversification on the market is one of the crucial imperatives of contemporary business aiming profitability. Life insurance growth rate in Croatia increases every year justifies the trend of growth in developed European countries where life insurance with voluntary retirement fund makes 60% of total insurance portfolio. In Croatia this trend is explained by the fact that the state is no longer giving full protection to its citizens, and by the fact that the rate of elderly citizens is in growth. With the possibility of stipulating life insurance policy with the currency clause Croatia has made a necessary environment for life insurance which in the near future will experience its prosperity. The goal of this paper is to define on which way Allianz Zagreb has taken the leading position in life insurance sale. After the research we have suggested in this paper some measurements which will be crucial for maintaining the leading position on Croatian life insurance market.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA