Zaburmekha Y. Financial and organizational mechanism of marketing-oriented insurance company

The thesis is devoted to extending theoretical and methodological bases and practical recommendations for developing and implementing financial and organizational mechanism of marketing-oriented insurance company. The views of scholars on the concept of "insurance activity", "insurance product", "insurance service", "insurance marketing" and "marketing-oriented insurance company" are considered and systematized. Methodological approaches to the evaluation of marketing orientation of insurance company are determined.A matrix approach to the visual representation of the level of marketing orientation of insurance company is developed. A financial and organizational mechanism of marketing-oriented insurance company is developed. Theoretical and methodological developments, results and recommendations of the study can be addressed for the consideration of insurance companies in order to improve planning methodology of marketing research to determine the level of their marketing orientation, customer satisfaction analysis of insurance and for making financial and organizational mechanism of marketing-oriented insurance company.