Philip Morris International’s Formula 1 Sponsorship-Linked Marketing: Transformation From Marlboro to Mission Winnow

INTRODUCTION: Transformation describes a dramatic modification in appearance or character. Philip Morris International (PMI)’s sponsorship-linked marketing of Formula 1 auto racing is illustrative of transformation. The company’s flagship cigarette brand, Marlboro has been replaced as the identified...

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Detalles Bibliográficos
Autores principales: Dewhirst, Timothy, Lee, Wonkyong Beth, Czaplicki, Lauren
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Oxford University Press 2023
Materias:
Original Investigations
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10664078/
https://www.ncbi.nlm.nih.gov/pubmed/37702346
http://dx.doi.org/10.1093/ntr/ntad177

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10664078/
https://www.ncbi.nlm.nih.gov/pubmed/37702346
http://dx.doi.org/10.1093/ntr/ntad177

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