THE USE OF INFORMATION TECHNOLOGY IN INSURANCE MARKETING

Abstract

The growth in usage of marketing information systems (MIS) within insurance companies is examined. It is based on a series of in‐depth personal interviews with marketing executives and data processing specialists in a selection of UK, US and Canadian life insurance companies.

Citation

Watkins, T. (1988), "THE USE OF INFORMATION TECHNOLOGY IN INSURANCE MARKETING", Marketing Intelligence & Planning, Vol. 6 No. 2, pp. 21-26. https://doi.org/10.1108/eb045765