Instrumenty marketingowe jako czynnik wzrostu wartości działających w Polsce zakładów ubezpieczeń majątkowych
Marketing instruments influencing the increase of the company value of non-life insurance companies operating in Poland
Marketing instruments that determine attainment of expected company results, including marketing results and financial results, are utmost substantial means to shape and even manage the company value. The complex and demanding competitive conditions on the insurance market in the EU require Polish non-life insurance companies to apply highly advanced marketing instruments influencing the market. Unfortunately, the results of this empirical research show that the scope and impact of marketing instruments used by non-life insurance companies operating in Poland are still insufficient to effectively compete and systematically increase the company value in non-life insurance sector of the EU. However, the research results have allowed to precisely identify the scope and the degree of incongruity of particular components of the competitive strategy with requirements to compete successfully in the EU. Additionally, the results have provided insights into the further directions of desirable converging actions.