FWD: Customer-centric marketing in online insurance
In November 2019, David Broom, Chief Marketing Officer of FWD Singapore, replayed a commercial ad clip of his company, as he ruefully considered the competitiveness of the insurance market in Southeast Asia. Building competitive resilience in a cutthroat market dominated by large traditional insuran...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2020
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/cases_coll_all/294 https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-19-BATCH%20%5BPDF-Pic%5D/SMU-19-0044%20%5BFWD%5D/SMU-19-0044%20%5BFWD%5D.pdf |
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| Institution: | Singapore Management University |
| Language: | English |