Hancock enters Chinese-American market

Murray, M. Christian
August 1998
National Underwriter / Life & Health Financial Services;8/3/98, Vol. 102 Issue 31, p30
Reports on John Hancock Mutual Life's major campaign targeting Chinese-Americans. Reason for the attractiveness of the Chinese-American life insurance market; Creation of brand awareness for the company through magazine advertising and community sponsored events; Other strategies for reaching the market.


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