Experience marketing and its tools in promoting the insurance services
-
DOIhttp://dx.doi.org/10.21511/im.14(1).2018.05
-
Article InfoVolume 14 2018, Issue #1, pp. 41-48
- Cited by
- 1566 Views
-
265 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Economic development is rapidly growing. In the late 20th century, the experience economy is gaining in importance. When choosing a particular product or service, the priority is given to that impressing the buyer at the psychological level and causing some feelings and emotions. The urgency of this article is due to the need for a more detailed study of the marketing processes development in the current context. The principles of the experience economy formation are considered, and four sectors of impressions are also clarified. The article researches and systematizes scientific views on the experience marketing – a new direction of the relationship between the insurance brand and real and potential consumers of insurance products, and considers how its tools can be implemented. The essence of the experience marketing concept is defined. The article analyzes the experience marketing instruments – the event communication of insurance companies, the peculiarities of the insurance museums operated in different countries of the world. Particular attention is paid to event marketing as an effective tool for advancing insurance services.
- Keywords
-
JEL Classification (Paper profile tab)G22, G40, M31, M37
-
References24
-
Tables2
-
Figures0
-
- Table 1. List of partner programs “Home Appliances Insurance” of the company “Arsenal Insurance” company
- Table 2. Insurance museums in different countries
-
- Avramenko, U. A. (2009). Инструменты маркетинга впечатлений [Instrumenty marketinga vpechatleniy].
- Bielova, T. H., & Krainiuchenko, O. F. (n.d.). Маркетинг вражень – технологія майбутнього [Marketynh vrazhen – tekhnolohiia maibutnioho].
- Boiarska, M. O. (2016). Сутність та визначення економіки вражень на сучасному етапі розвитку економіки України [Sutnist ta vyznachennia ekonomiky vrazhen na suchasnomu etapi rozvytku ekonomiky Ukrainy]. Molodyi vchenyi, 4, 25-27.
- Cant, M. C. (2016). Using social media to market a promotional event to SMEs: opportunity or wasted effort? Problems and Perspectives in Management, 14(4).
- Chesnokova, M. S., & Kirillovaskaya, A. A. (2013). Современные инструменты маркетинга в новой экономике: маркетинг впечатлений [Sovremennyye instrument marketinga v novoy ekonomike; marketing vpechatleniy]. Marketing MBA. Marketingovoye upravleniye predpriyatiyem, 1(6), 159-171.
- Chornous, L. V., & Skryhun, N. P. (2009). Маркетинг вражень та його місце в системі маркетингових комунікацій [Marketynh vrazhen ta yahoo mistse v systemi marketynhovykh komunikatsii] (pp. 68-69.). Problemy ekonomiky pidpryiemstv u sychasnykh umovakh: V Mizhnarodna naukovo-praktychna konferentsiia. Kyiv: NUKhT.
- Dołęgowska-Wysocka, Bożena M. (2003). Jedyne na świecie...
- Dziewanowska, K. (2013). Nowe oblicze marketingu – koncepcja marketingu doświadczeń. Marketing i rynek, 1, 16-24.
- GEICO Merchandise (n.d.).
- Kacprzak, A., & Dziewanowska, K. (2013). Marketung doświadczeń (192 p.). Warszawa: Wydawnictwo naukowe PWN.
- Khavanova, N. V., Krivosheyeva, T. M., & Osokin, V. M. (2014). Использование инструментария маркетинга впечатлений в индустрии туризма [Ispolzovaniye instrumentariya marketinga vpechatleniy v industrii turizma]. Servis v Rossii i za rubezhom, 3(50), 3-14.
- Kurbatova, Yu. L. (2016). Уточнение понятийного аппарата теории маркетинга впечатлений [Utochnenie poniatiynogo apparata teorii marketinga vpechatleniy]. Hlobalni ta natsionalni problem ekonomiky, 9, 328-333.
- Muzeum Ubezpieczeń.
- Papakonstantinidis, S. (2017). The use of social media in reducing professional uncertainty: an exploratory study. Nowadays and Future Jobs, 1(1), 6-13.
- Pekar, V. (2008). Введение в экономику впечатлений [Vvedeniye v ekonomiku vpechatleniy]. Marketing i Reklama, 2, 33-39.
- Pine II B. J., Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, July–August, 97-105.
- Pine II, B. J., & Gilmore, J. H. (2005). Экономика впечатлений. Работа – это театр, а каждый бизнес – сцена [Ekonomika vpechatleniy. Rabota – eto teatr, a kazhdyy biznes – stsena] (304 p.). Moscow: Williams.
- Prokhorov, A. V. (2016). Маркетинг впечатлений в контексте продвижения образовательных услуг [Marketing vpechatleniy v kontekste prodvizheniya obrazovatelnykh uslug]. Almanakh teoreticheskikh i prikladnykh issledovaniy reklamy, 1, 8-14.
- Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15, 53-67.
- Schmitt, B. H., Rogers, D. L., & Vrotsos, K. (2005). Бизнес в стиле шоу. Маркетинг в культуре впечатлений [Biznes v stile shou. Marketing v culture vpechatleniy] (400 p.). Moscow: Williams.
- Sheremeta, P. (2007). Тотальний маркетинг в економіці вражень [Totalnyi marketynh v ekonomitsi vrazhen].
- Shkolnyk, I., Bondarenko, E., & Balev, V. (2017). Estimation of the capacity of the Ukrainian stock market’s risk insurance sector. Insurance Markets and Companies, 8(1), 34-47.
- Tretiak, D. (2017). Analysis of Ukrainian life insurance market and its tendencies. Investment Management and Financial Innovations, 14(3).
- Партнерські програми «Страхування побутової техніки» [Partnersksi prohramy "Strakhuvannia pobutovoi tekhniky”].