THE ROLE OF THE MARKETING MIX IN THE IMPROVEMENT OF AGRICULTURAL INSURANCE

Specialization of agricultural production is closely associated with increased risk. Insurance is often used as a method of transferring risk from a farmer to an insurance company. The development of modern agriculture requires widening the scope of insurance coverage. Therefore, the paper analyzes the possibility of adjusting insurance offers to the specific needs in agriculture sector with the aim of increasing the number of insured business entities. First, it is necessary to properly define the marketing mix in agricultural insurance. Second, it is equally important to permanently measure effectiveness and legitimacy of its application. Importance of the most commonly used indicator - the Return on Marketing Investment Coefficient (ROMI), is underlined.


Variant title:
ULOGA MARKETING MIKSA U UNAPREĐENJU OSIGURANJA POLJOPRIVREDE
Editor(s):
Cvijanovic, Drago
Issue Date:
2013-01
Publication Type:
Journal Article
DOI and Other Identifiers:
ISSN 0352-3462 UDC 338.43:63 CIP 33:63(497.11) COBISS.SR-ID 27671 (Other)
PURL Identifier:
http://purl.umn.edu/143172
Published in:
Volume 59, Number 4
Economics of Agriculture
Page range:
769-780
Total Pages:
12
JEL Codes:
Q10; G22; M31
Note:
Review Article
Series Statement:
Economics of Agriculture 4/2012
UDC: 339.138:368.5




 Record created 2017-04-01, last modified 2017-08-26

Fulltext:
Download fulltext
PDF

Rate this document:

Rate this document:
1
2
3
 
(Not yet reviewed)