Европска ревија за право осигурања 1 (2024), (стр. 74-92)
АУТОР: Vladimir Njegomir
Е-АДРЕСА:
DOI: 10.46793/ERPO2301.74NJ
САЖЕТАК:
Uspeh svih poslovnih aktivnosti u delatnosti osiguranja i reosiguranja valorizuje se na tržištu, odnosno od osiugranika. Ukoliko osiguravajuća društva u potpunosti udovolje zahtevima i potrebama osiguranika na pravi način ostvariće poslovni uspeh. Cilj istraživanja u radu jeste analiza specifičnosti i značaja marketinga za uspeh u poslovanju osiguravajućih društava. Ključni zaključak jeste da marketing za rezultat ima zadovoljnog osiguranika i profitabilnog osiguravača. Takođe, marketing u osiguranju obezbeđuje rast tražnje, čime nisu obezbeđeni samo veći prihodi od prodaje osiguranja, već je omogućena i bolja atomizacija rizika, što kombinovano omogućava dugoročno održivo poslovanje osiguravajućih društava.
КЉУЧНЕ РЕЧИ:
marketing, tržište, osiguranje, osiguravači, uspešnost poslovanja
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