Philip Morris U.S.A. And Marlboro Friday (B)

4 Pages Posted: 16 Jun 2009

See all articles by Mark E. Parry

Mark E. Parry

University of Missouri at Kansas City - Department of Organizational Leadership/Marketing

Yoshinobu Sato

University of Marketing and Distribution Sciences

Abstract

The B case describes events in the U.S. cigarette market from July 20 through November 9, 1993. See also the A case, UVA-M-0468.

Keywords: brand management, pricing, diverse protagonist, gender (female protagonist)

Suggested Citation

Parry, Mark E. and Sato, Yoshinobu, Philip Morris U.S.A. And Marlboro Friday (B). Darden Case No. UVA-M-0473, Available at SSRN: https://ssrn.com/abstract=1420549 or http://dx.doi.org/10.2139/ssrn.1420549

Mark E. Parry (Contact Author)

University of Missouri at Kansas City - Department of Organizational Leadership/Marketing ( email )

5110 Cherry St.
Kansas City, MO 64110
United States

Yoshinobu Sato

University of Marketing and Distribution Sciences ( email )

Kobe 651-2188
Japan

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
109
Abstract Views
633
Rank
464,560
PlumX Metrics