Маркетинговият подход в дейността на пенсионноосигурителните дружества
Marketing Approach in the Activity of Pension Insurance Companies

Summary/Abstract: The contemporary social-economic conditions set pension-insurance companies, operating on the market of financial services against the serious challenge to compete with already confirmed financial institutions offering similar products with a definite saving element, as well as with each other in their desire to dominate on this market. The carrying out of an active marketing policy by the pension-insurance companies, focusing on differentiation concerning their complex marketing offer, could turn into a profitable strategy for success and the occupying of highly competitive positions in the conditions of continuously changing dynamic social-economic environment. Study object in the article are: the offered by the pension-insurance companies portfolio of pension products, the opportunities for making price decisions concerning the pension service, their distribution projects and communication solutions for promoting the consumption of product suggestions with definite saving character.

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