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The Role Of The Marketing Mix In The Improvement Of Agricultural Insurance

Author

Listed:
  • Stojanovic, Zaklina
  • Gligorijevic, Mirjana
  • Rakonjac Antic, Tatjana

Abstract

Specialization of agricultural production is closely associated with increased risk. Insurance is often used as a method of transferring risk from a farmer to an insurance company. The development of modern agriculture requires widening the scope of insurance coverage. Therefore, the paper analyzes the possibility of adjusting insurance offers to the specific needs in agriculture sector with the aim of increasing the number of insured business entities. First, it is necessary to properly define the marketing mix in agricultural insurance. Second, it is equally important to permanently measure effectiveness and legitimacy of its application. Importance of the most commonly used indicator - the Return on Marketing Investment Coefficient (ROMI), is underlined.

Suggested Citation

  • Stojanovic, Zaklina & Gligorijevic, Mirjana & Rakonjac Antic, Tatjana, 2013. "The Role Of The Marketing Mix In The Improvement Of Agricultural Insurance," Economics of Agriculture, Institute of Agricultural Economics, vol. 59(4), pages 1-12, January.
    • Handle: RePEc:ags:iepeoa:143172
    DOI: 10.22004/ag.econ.143172
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    References listed on IDEAS

    as
    1. Barry K. Goodwin, 2001. "Problems with Market Insurance in Agriculture," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 83(3), pages 643-649.
    2. Geoffroy Enjolras & Patrick Sentis, 2011. "Crop insurance policies and purchases in France," Agricultural Economics, International Association of Agricultural Economists, vol. 42(4), pages 475-486, July.
    3. Joseph W. Glauber, 2004. "Crop Insurance Reconsidered," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(5), pages 1179-1195.
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