Rulins'ka O. Insurance marketing: the strategic planning in insurance companies

The thesis is dedicated to the research of process of the strategic marketing planning of activity of insurance companies. Methodical approach is developed in relation to the construction of strategic marketing plan in insurance companies, which includes the system of indexes in relation to determination of strategic marketings aims of insurer, efficiency of implementation of marketing budget and marketing plan which enables objective estimation of the planned marketing activity of company. Certainly basic types of breaks in activity of insurers, their classification is improved on a sign "type of demand", that characteristic for an insurance market and the matrix of strategic decisions is offered in the context of their liquidation.