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Several years ago during the holiday season Philip Morris Companies introduced a new cigarette brand named “M” and promoted it as “A Special Blend for a Special Season.” Convenience stores and other retailers displayed signs with the appearance of gift-wrapping paper in green and red paisley backgrounds and the message, “Season’s Greetings from Marlboro Country.” The president of the Campaign for Tobacco-Free Kids exclaimed that the marketing effort behind M “is selling cancer for Christmas.”97 What are your views on Philip Morris’ marketing of M? Is it unethical or a case of smart marketing behavior?

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