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A marketing audit of the actuarial profession

  • R. J. H. Milne, G. M. Bagot, A. C. Buchanan, A. R. Goodman, A. K. Gupta, I. G. Horn, S. F. Lee, R. Porch and I. J. Thomson...


This paper presents the results of research into the marketing of the actuarial profession including a SWOT analysis, public awareness and image of the profession amongst target groups (general public, undergraduates, journalists, company directors, pension scheme trustees and insurance intermediaries), and the desire to allocate more resources to the profession's public awareness and image. The paper also contains an analysis of the national press coverage achieved by the profession and reports on developments in North America where a task force on strengthening the actuarial profession has been set up.



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(1) Lagden, G. J. (1986). Marketing the Actuarial Profession. J.S.S., 29, 95.
(2) Iqbal, M. (1988). Marketing of Retail Financial Services. J.I.A., 115, 405 & T.F.A., 41, 444.
(3) Davidson, H. (1987). Offensive Marketing. Penguin Books.
(4) Brown, B. R. J. (1990). The Institute of Actuaries—Some Thoughts on thc Future of the Profession. Birmingham Actuarial Society paper.
(5) Packham, M. R. (1990). Report on ‘The Institute of Actuaries—Some Thoughts on the Future of the Profession’. Fiasco, 125, 17.
(6) The Jobs Related Almanae (1988). Copyright Les Krantz, Pharos Books, 200 Park Avenue, New York, NY 10166.



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