Abstract
The success of all business activities in the insurance and reinsurance industry is valued on the market, that is, by insureds. If insurance companies fully satisfy the requirements and needs of the insured in the right way, they will achieve business success. The aim of the research in the paper is to analyse the specificity and importance of marketing for the success of insurance companies. The key conclusion is that marketing results in a satisfied insured and a profitable insurer. Also, marketing in insurance ensures the growth of demand, which not only ensures higher income from the sale of insurance but also enables better risk atomisation, which, combined, enables the long-term sustainable business of insurance companies
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