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Article: Marketing During a Down Economy Requires Insight.
- Article from:
- Insurance Networking News: Executive Strategies for Technology Management
- Article date:
- August 1, 2008
- Author:
CopyrightCOPYRIGHT 2008 SourceMedia, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The classic role of marketing usually entails defining the customers to be targeted, determining their needs, and then meeting those needs with products and services that best match their requirements.
This often involves a carefully choreographed mix of customer research, market segmentation, product development and the marketing communications that follow, including positioning via advertising and promotions using a variety of media.
With the pressures for sustaining growth that are inherent in todays economy, however, many insurers are finding that classic marketing technologies and techniques no longer apply.
During a recession, selecting ...