Abstract
Annual life-Insurance spending is declining for every income group except the highest. Life-insurance companies traditionally have concentrated on families of well-above-average income, to the neglect of the mass market.
Yet because middle-income groups are growing in size and buying power, creativity in the marketing of insurance to this major segment of the population is needed.
The author believes that the life-insurance business has failed to adopt modern marketing concepts. He suggests a re-evaluation of distribution methods in the light of marketing principles.
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