CHARACTERISTICS OF STRONG AGENCY/CARRIER RELATIONSHIPS by John Jaques The compilation of agency/carrier relationship characteristics presented in this article is based on observatio...

Successful marketing of Commercial Lines requires a detailed plan. The first step is to assess where you are right now. In this first of a three-part series, Jack Fries examines the preliminary steps that an agency should take in marketing Commercial Lines.

Now that you’ve decided on the markets to pursue and your marketing approach, it’s time to initiate the plan. In this final article of a three-part series Jack Fries discusses the steps you’ll take to implement a successful marketing and sales strategy.

COMMERCIAL LINES MARKETING PROGRAM by Al Diamond This documentcovers issues as diverse as agency budgeting, how to post an effective classified advertisement, and marketing carr...

CREATE A MARKETING SYSTEM by Steve Anderson Ive been thinking a lot lately about how important a successful marketing program is for an agencys long-term health. It s...

GETTING IT STRAIGHT
Marketing may be second nature in large companies, but smaller firms tend to have a tough time implementing, managing, and monitoring an effective marketing strategy. The title of 'marketing director' is often conferred on the person designated to answer requests for sales literature, or the title is added as an afterthought to the role of the sales manager who thinks that marketing is just an alternative spelling of 'sales.'

HOW TO FIND GOOD QUALIFIED PROSPECTS by Stephen Anderson One of the key ingredients for a successful marketing program ...

IF I WERE MARKETING MANAGER FOR A DAY by Janis Williamson, CPCU, CPIW The role of the marketing manager is quite different than it has ever been before because the marketplace is li...

Marketing may be second-nature in large companies, but smaller firms often have a tough time implementing, managing, and monitoring an effective marketing strategy. The 'marketing director' title is often conferred on the person designated to answer requests for sales literature, or given as an afterthought to the sales manager (who thinks that marketing is just another way of spelling s-a-l-e-s).

MANAGEMENT AND LEADERSHIP Management implies the existence of formal authority, while leadership may not have any connection with formal authority. Marketing managers are in their...