Marketing the message: the making of the Market for Life Insurance in Australia, 1850–1940

Keneley, Monica J. 2015, Marketing the message: the making of the Market for Life Insurance in Australia, 1850–1940, Enterprise & society: the international journal of business history, vol. 16, no. 4, pp. 929-956, doi: 10.1017/eso.2015.40.

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Title Marketing the message: the making of the Market for Life Insurance in Australia, 1850–1940
Author(s) Keneley, Monica J.ORCID iD for Keneley, Monica J. orcid.org/0000-0002-2569-4948
Journal name Enterprise & society: the international journal of business history
Volume number 16
Issue number 4
Start page 929
End page 956
Total pages 28
Publisher Cambridge University Press
Place of publication Cambridge, Eng.
Publication date 2015-12
ISSN 1467-2227
1467-2235
Keyword(s) Life insurance
financial intermediary
marketing
mutual insurance
Summary During the late nineteenth century, sales of life insurance products in Australia increased at a rapid rate. An investigation of the way in which life insurance products were targeted to the consumers provides insights not only into the marketing approaches, but also the changing nature of the mutual organization. This article uses a “stages” approach to analyze the evolution of the marketing message. The experience of Australian mutual insurers suggests that marketing strategies, as with other types of organizational skills, evolve in response to both the prevailing business environment and the ability of the firm to acquire and implement new knowledge and ways of conducting business.
Language eng
DOI 10.1017/eso.2015.40
Field of Research 140203 Economic History
150203 Financial Institutions (incl Banking)
Socio Economic Objective 900103 Superannuation and Insurance Services
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, The Author
Persistent URL http://hdl.handle.net/10536/DRO/DU:30080194

Document type: Journal Article
Collection: Department of Finance
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