期刊名称：Annals of the University of Oradea : Economic Science
印刷版ISSN：1222-569X
电子版ISSN：1582-5450
出版年度：2009
卷号：XVIII
期号：04
出版社：University of Oradea
摘要：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 marketing, internal marketing, social responsibility marketing and international marketing. In order to be
successful insurance companies have to be able to convince their clients of the usefulness of their products and of the solidity
of their businesses. In the current crisis situation, trust is a vital element for the insurance industry and even if on short term,
liquidity is the target, as it ensures survival, on long and medium term the objective has to be the consolidation of the trust of
consumers in insurance companies and the goal of the managers must be to win customer loyalty.
关键词：holistic marketing in insurance, relationship marketing, integrated marketing, internal marketing, social
responsibility marketing, international marketing, trust, customer loyalty, crisis
