The Marlboro Story
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
• Brand Personality
Altria Group Inc, Marlboro, Philip Morris Inc, Marlboro Country, Master Settlement Agreement, Point-of-sale advertising, Kraft General Foods International, SABMiller, Reader's Digest, Leo Burnett Company, US Surgeon General, RJ Reynolds, Brown & Williamson, US Federal Trade Commission, industry fixture, relationship marketing, promotional campaigns, Marlboro Cowboy Breakfast
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