Marketing Feeble in the P&C Industry

The main topic of discussion at a panel conference sponsored by the Insurance Services Office (ISO) and the Insurance Information Institute is marketing property/casualty products. Even though a management consultant felt marketing practices are poor, most insurance executives disagreed stressing that marketing must be considered in conjunction with other insurance functions. Marketing and underwriting are tandem in importance to maintain a successful operation. A need for change is evident based on the type of marketplace but panel members feel the changes are not revolutionary but purely good business strategy.