Lee, Karen. Employee Benefit News (May 1, 2002) Test coming for benefit marketing segmentation. Retrieved May 22, 2002. Available at: http://web7.infotrac.galegroup.com/itw/infomark/607/749/47935006w7/purl=rc1_GBFM_0_A85358366&dyn=3!xrn_3_0_A85358366?sw_aep=uiu_henderson
"It's all about targeting the right kind of customer, the one most likely to appreciate the product" (Lee, 2002). That line can sum up what this article was all about. Aetna Insurance believes the company has found a new way to market its insurance programs and furthermore, cutting back to only offering group life insurance, disability and long-term care coverages. The risky move came about after working with a consulting firm and employing the use of employee
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