Use of marketing instruments by insurance companies in the implementation of modern insurance services

Abstract

This study provides a comprehensive analysis of the theoretical and practical aspects of marketing in the activities of insurance companies. The essence, principles, and functions of insurance marketing, as well as its role under market economy conditions, are examined from a scientific perspective. In addition, the specific characteristics of insurance services, mechanisms for adapting to customer needs, factors ensuring competitiveness, and performance indicators are investigated. The findings substantiate that insurance marketing serves as an important strategic tool for enhancing company stability, profitability, and socio-economic significance.