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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...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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Oxford University Press
2023
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| 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 |