International Journal of Advanced Multidisciplinary Research and Studies
Volume 2, Issue 5, 2022
Analysis of the brand building process based on CSR by Philip Morris in the World
Author(s): Tran Huu Ai, Nguyen Thi Mong Thu
Abstract:
This article based on a story of biggest tobacco company in the World will show how the brand of an enterprise dealing in a controversial product line regarding community and social benefits such as cigarettes compared with traditional product lines in this market.
Keywords: Brand Management, Philip Morris, Tobacco Industry
Pages: 559-567
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