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OBJECTIVE To describe Philip Morris’ global market research and international promotional strategies targeting young adults. METHODS Analysis of previously secret tobacco industry documents. RESULTS Philip Morris pursued standardised market research and strategic marketing plans in different regions throughout the world using research on young adults with three principle foci lifestyle/psychographic research, brand studies, and advertising/communication effectiveness. Philip Morris identified core similarities in the lifestyles and needs of young consumers worldwide, such as independence,... Read More.

March 31, 2014

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March 31, 2014

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March 31, 2014

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March 31, 2014

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March 31, 2014