Marketingové řízení komerční pojišťovny
| Title in English | Marketing management of insurace company |
|---|---|
| Authors | |
| Year of publication | 2009 |
| Type | Monograph |
| MU Faculty or unit | |
| Citation | |
| Description | Knowledge of insurance theory and practice show that the marketing management of commercial insurance company is implemented in the insurance market in the Czech Republic by the senior management at different levels. Therefore, the publication aims to broaden the knowledge of readers' knowledge of the management of commercial insurance companies in the terms of the insurance market of the Czech Republic. Emphasis is placed on strategic management and market entry strategies selected for use by commercial insurance companies in the process of strategic management, marketing mix instruments, marketing communication with the client and customer relationship management. Using analysis of selected aspects of the marketing management of commercial insurance in the insurance market in the Czech Republic, publications results in the design procedure, the top management of commercial insurance in the process of marketing management, with emphasis on the choice of market strategy. |