Asset Details
Do you wish to reserve the book?
Insurance-based marketing (IBM): a prevalent marketing strategy
Hey, we have placed the reservation for you!
By the way, why not check out events that you can attend while you pick your title.
Oops! Something went wrong.
Looks like we were not able to place the reservation. Kindly try again later.
Are you sure you want to remove the book from the shelf?
Insurance-based marketing (IBM): a prevalent marketing strategy
Do you wish to request the book?
Insurance-based marketing (IBM): a prevalent marketing strategy
Please be aware that the book you have requested cannot be checked out. If you would like to checkout this book, you can reserve another copy
We have requested the book for you!
Your request is successful and it will be processed during the Library working hours. Please check the status of your request in My Requests.
Oops! Something went wrong.
Looks like we were not able to place your request. Kindly try again later.
Journal Article
Insurance-based marketing (IBM): a prevalent marketing strategy
2021
Overview
Insurance-based marketing (IBM) is the marketing of products and services as being available for free or at a strongly reduced price due to coverage by clients’ insurance plans. This paper introduces IBM, identifies its main characteristics and presents a theoretical model that can explain IBM’s marketing function. A taxonomy with examples renders more insight into the different formats that IBM takes on in practice. Two studies into the prevalence of IBM for windshield repair and flu vaccination in different countries across the world provide evidence for the prevalence of IBM. Finally, a discussion of the ethical considerations highlights the benefits of IBM for clients’ information provision, but also the risks of higher premiums through the encouragement of moral hazard. Diverse kinds of stakeholders can find value in thinking through their options to include IBM in their marketing mix.
Publisher
Palgrave Macmillan
Subject
