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The Digital insurer CMOs : time for digital transformation or risk being left on the sidelines
Recurso electrónico / electronic resource
MAP20140028603
The Digital insurer CMOs : time for digital transformation or risk being left on the sidelines. — New York [etc.] : Accenture, 2014
Sumario: Digital is changing the world and insurance chief marketing officers (CMOs) know it. They are embracing digital channels with fervor, but it¿s time to do more. The prize is not mastery of the channels but command of the opportunities to delight customers and drive superior business outcomes. Then the reward for customers and marketers alike becomes relevant and seamless experiences from brand promise through brand delivery
1. Marketing digital ‌. 2. Mercado de seguros ‌. 3. Canales de distribución ‌. 4. Distribución comercial ‌. 5. Imagen de marca ‌. 6. Comportamiento del consumidor ‌. 7. Servicio al cliente ‌. 8. Márketing de la empresa de seguros ‌. I. Accenture ‌. II. Title.