INSURANCE MARKETING AS A KEY FACTOR IN INCREASING THE VISIBILITY OF AN INSURANCE COMPANY

UDC 368.013: 339.138
DOI: 10.36871/ek.up.p.r.2024.09.03.014

Authors

Yulia E. Sizon,
Olga N. Uglitskikh,
Stavropol State Agrarian University, Stavropol, Russia

Abstract

The authors examine the current state of the insurance industry and the role of marketing in the development and improvement of the insurance sector. Factors that have a negative impact on the development of the insurance industry are identified. As a result of the study, the directions of activity of insurance organizations in carrying out marketing and the influence of marketing tools on improving the quality of customer service, developing new tech-nologies in the insurance sector, ensuring economic efficiency and financial sustainability of insurance activities were identified.

Keywords

insurance, insurance market, digitalization, marketing tools, digital marketing, financial stability