Download This PaperHow Marlboro Brand Changed Its Sex? - A Case Study
9 Pages Posted: 9 Mar 2011
Date Written: January 3, 2007
Abstract
Marlboro is a brand of cigarette famous for its flavor, billboard advertisements and magazine advertisements of the Marlboro Man. By 1992, Financial World ranked Marlboro the world's No. 1 most valuable brand, with a market worth of $32 billion. In 2001 it was the most popular cigarette brand in the U.S. What are the ethical issues involved in its brand building practices?
Keywords: Advertising tobacco products
JEL Classification: A19
Suggested Citation: Suggested Citation
Krishnamurthy, Prabhakar, How Marlboro Brand Changed Its Sex? - A Case Study (January 3, 2007). Available at SSRN: https://ssrn.com/abstract=1781703 or http://dx.doi.org/10.2139/ssrn.1781703
Feedback
Feedback to SSRN