Direct response insurance[/title]

Pete Hoke of "Direct Marketing" magazine interviewed Arnold Fishman, president of Marketing Logistics, Inc. in Deerfield, Illinois, who recently completed a 460-page study on the insurance industry and the role of mail order in selling insurance. According to Mr. Fishman, although direct response insurance, also called "mail order" insurance@ represents only 2% of annual premium sales of $220 billion, it is stable and "growable." The concept of a marketing database has assumed much importance for direct marketing and financial conglomerates like American Express and Sears enter the insurance business because of the great potential for cross-selling.

Full text: Direct Marketing, Apr 1984
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