Abstract

The case focuses on the communication process in insurance. It discusses the role of the media and emerging forms of communication in the marketing of insurance products. The case examines the effectiveness of the Internet in reaching customers in a cost-effective manner. It also throws light on the effective use of e-mail services to communicate effectively with customers. The case also discusses the importance of developing promotional messages that appeal to customers.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the communication process in the insurance business
• and Discuss the different media available for insurers to communicate with their customers.

Keywords

Communication process, role, media, emerging, communication, marketing, insurance, effectiveness, Internet, customers, cost-effective manner, effective, e-mail, services, communicate effectively, customers, promotional messages