Köhne Insurance Marketing

Marketing and Sales in Insurance Companies: Theory and Practice
Erscheinungsjahr 2025
ISBN: 978-3-658-47345-7
Verlag: Springer
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 568 Seiten

Reihe: Business and Management

This textbook offers a comprehensive and up-to-date overview of the issues and content of insurance marketing. It is the only book of its kind to provide a broad theoretical foundation with references to the latest research findings and in-depth literature, far beyond previous works on insurance marketing. The application-oriented presentation, the latest legal framework and market developments as well as marketing highlights from insurance companies contribute to the necessary practical relevance. The textbook is aimed at Bachelor's and Master's students, academics and interested professionals.

Zielgruppe

Lower undergraduate

Autoren/Hrsg.

Köhne, Thomas

Inhaltsverzeichnis

Introduction.- Basics of insurance marketing.- Insurance marketing concept of the insurance company.

Über Autor(innen)

Professor Dr. Thomas Köhne completed his habilitation at the University of St. Gallen in 2006. He has been working at the Berlin School of Economics and Law since 2008 where he is responsible for the dual Bachelor's degree courses in Business Administration/Insurance as Head of Insurance. He has been teaching and researching in the field of insurance marketing for many years.