Examination of the Effect of Acquisition and Application of Professional Information and Knowledge in Promoting Life Insurance Marketing

This study answers two key questions. The first question is that, which of the components of professional Information and knowledge acquisition and areas of application of knowledge in the field of marketing for insurance industry are more effective in promoting life insurance sales? And thesecond question is that, How is the quantity and quality of this effect?This study is oriented toward the examination of professional information and acquisition and effectiveapplication of marketing knowledge management for promoting life insurance sales in Tose-eh insurance company.This study in case of aim and scope is descriptive / explanatory, and in case of results is an applicableresearch. And accordingly uses a survey (field) study as its method. The population of research are allsales staff of Tose-eh Insurance Company . And they have all been examined by the complete enumeration method. Data was collected through researcher-made questionnaire. In order to test research hypotheses, first exploratory factor analysis was used to determine the existence of arelationship between variables and then confirmatory factor analysis and structural equation modellingtechnique were used for data analysis. It should also be noted that confirmatory factor analysis was used through LISREL software. The results showed that all components of marketing knowledge acquisition and its application affect life insurance sales promotion, but the quantity of this effect is not the same.

کلیدواژه ها:

Acquisition knowledge of marketing ، knowledge of marketing ، Advancing Sales ، Life insurance