R. J. Reynolds iniated making a new cigarette to regain a portion of the 18- to 24-year old females from Philip Morris's rival Marlboro. Moreover, a small health advocacy group received an anonymous package which disclosed the marketing plans for the new brand.
As each group pursues its own goals poses the tactical strategies of the public health promoters against the defensive strategies of RJR.
PUBLICATION DATE: January 01, 2006 PRODUCT #: KEL160-HCB-ENG
This is just an excerpt. This case is about STRATEGY about STRATEGY & EXECUTION
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