تسويق الخدمات التأمينية بين التأصيل النظري والواقع المأمول: دراسة حالة وكالة CAAT تبسة

الملخص EN

The study aim sat addressing the conceptual framework of the concepts of insurance services and insurance companies and then to highlight the marketing mix of these services by focusing on putting down these data in practice on insurance company CAAT 264 (TEBESSA), and how far the company adopts the service marketing principles for its products and insurance offers.

the study found that the subject company, despite its high reputation and a huge customer base and local public institution, as well as the variety and diversity of its products and services, did not adopt most of the rules and marketing of insurance services.

this is for the evidence of its lack of interest in all the elements of marketing mix, especially the elements of material evidence and promotion.