The service sector of economics is moving toward a period of fundamental evolutions. All over the world, while old rivals fail to satisfy today’s demanding customers, the innovative newcomers who provide novice service patterns are succeeding. One of the service industries in which competition has increased much in Iran due to privatization, technical innovations, and growth of distribution networks, is insurance industry. Today, about 20 private and public companies are active in Iranian insurance industry that the increasing expansion of their agencies and the increased competition has made it much more necessary for them to pay attention to principles of marketing. Most of the books and papers written in the field of insurance marketing have had a partial approach, meaning that they have only taught insurance marketing techniques to sellers and sales network experts. But today it seems that there is a need for a top-down and holistic approach toward marketing management in insurance companies. This paper aims to, while elucidating the importance of commercial issues in insurance companies, such as strategic marketing planning, marketing plan design, organizing sales network, designing organizational systems and policies supporting sales network, optimal allocation of organizational resources, as well as controlling marketing plans, provide a conceptual model to help managers of agencies, brokers, and insurance companies in developing their supportive measures of sales network. In fact, this holistic model is considered as a complementary to the previous partial approaches to marketing of insurance companies.
