DEVELOPMENT AND IMPLEMENTATION OF INSURANCE MARKETING STRATEGY

This article examines the principles and practices involved in developing and implementing effective marketing strategies for insurance companies. The study focuses on market analysis, customer segmentation, product positioning, promotional tactics, and distribution channels. Special attention is given to digital marketing, customer engagement, and competitive differentiation in the insurance sector. The research identifies challenges such as low consumer trust, market saturation, and regulatory constraints, and proposes practical recommendations to enhance marketing effectiveness, increase policy sales, and improve brand loyalty.