THE ROLE OF THE MARKETING MIX IN THE IMPROVEMENT OF AGRICULTURAL INSURANCE
No hay miniatura disponible
Fecha
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
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.