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Particularities Of The Marketing Activity In The Insurance Industry


  • Petrescu Eva-Cristina

    () (ASE Bucuresti, Marketing)

  • Pop Nicolae Al.

    () (ASE Bucuresti, Marketing)


In the insurance industry there is a new way of thinking which determined the passage from transactional marketing to a holistic marketing concept. In this paper five key elements of holistic marketing are presented: relationship marketing, integrated mar

Suggested Citation

  • Petrescu Eva-Cristina & Pop Nicolae Al., 2009. "Particularities Of The Marketing Activity In The Insurance Industry," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 4(1), pages 788-792, May.
  • Handle: RePEc:ora:journl:v:4:y:2009:i:1:p:788-792

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    References listed on IDEAS

    1. Noonan, Chris, 2008. "The Emerging Principles of International Competition Law," OUP Catalogue, Oxford University Press, number 9780199207527, June.
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    More about this item


    holistic marketing in insurance; relationship marketing; integrated marketing; internal marketing; social responsibility marketing; international marketing; trust; customer loyalty; crisis;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • G22 - Financial Economics - - Financial Institutions and Services - - - Insurance; Insurance Companies; Actuarial Studies


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