| Abstract [eng] |
In this master paper the strategy of integrated marketing communications for non-life insurance companies in Lithuania is analyzed.The object of the master paper is the strategy of marketing communications for non-life insurance companies in Lithuania.The aim of the research is to form a strategy of integrated marketing communications referring to theoretical possibilities of usage and application of IMC means and the practice of non-life insurance companies in Lithuania.The review of alternation of attitudes to marketing communications from traditional to integrated is presented. Also strategical and tactical strategies and alternatives of integrated marketing communications, the main stages of the strategy process preparing are described. Moreover, the methodology of IMC strategy preparing is analyzed for non-life insurance companies in Lithuania. To form the model of the IMC strategy for non-life insurance companies in Lithuania, content analysis of companies’ documents and interview data was made. Interview data reflect IMC strategies of four non-life insurance companies: JSIC „ERGO Lietuva“, SC „Lietuvos draudimas“, LLC DK „PZU Lietuva“, LLC „BTA draudimas“. Additionally, the characteristics of the research sample and the market of insurance companies in Lithuania are presented. Therewith, the estimation results of strategical solutions of IMC for insurance companies are analyzed. Lastly, the proceeding of IMC strategy development for non-life insurance companies in Lithuania is presented, the mentioned IMC strategy is analyzed and validated. |
