Modern tendencies of marketing management on car insurance market of Russian Federation

Abstract

The following article presents a comparative analysis of the most popular marketing strategies used by Russian and foreign car insurance companies in 2008-2010. The author explores the causes of numerous failures of domestic car insurance companies during the world financial crisis in terms of misuse of marketing tools. The impact of government’s policy on the formation of marketing strategies in Russian companies is discussed as well. Using the example of the largest insurance companies in the U.S. (State Farm, Allstate, Geico and others) the author analyses the effectiveness of applying the most advanced techniques of marketing management.