Sabirova A. Marketing of insurance companies on the market of Ukraine.

The thesis deals with the basics of marketing of insurance organizations in Ukraine as well as development and implementation of marketing strategy and evaluating of financial effectiveness of marketing. The economic essence of insurance marketing organizations was disclosed in the thesis through the prism of the peculiarities of marketing strategy of insurer. Stages of formation of the marketing strategy of the insurer were studied taking into account the peculiarities of insurer's work as a business entity on financial market. The influence of factors of the marketing environment on the formation of the marketing strategy of the insurer was studied. Conclusions on the development of kinds of business of the insurance company which could ensure stable financial state of the insurer based of the analysis of the matrix of the BCG were proposed. The effect of the cost of insurance companies on marketing and advertising on the dynamics of the insurance premiums was investigated. The improvement of the tools of marketing communications of insurer were submitted. The directions of optimization of distribution channels of insurance products in the context of the usege of online insurance as thus that can reduce the financial costs and intensify the demand for insurance services were examined.