Though many academics have investigated marketing related topics for the financial sector, the insurance industry has to a large extent been excluded from such research. In addition, academic accounts of the insurance industry have largely focused on risk, investment and actuarial issues rather than the exploration of marketing concepts and their suitability for the insurance sector. As such, relatively few papers have in fact addressed the topic of insurance marketing in the last decade. Consequently, new contributions reflecting the idiosyncrasies marketing in the insurance industry are urgently needed.
With our efforts we want to adress this research gap, provide guidance, and transport results to where they generate impact. The connection of scholars and professionals is essential for all to profit - insurers, academia, and above all customers.