ℭody: At the time of Marlboro’s introduction, virtually all ciga-rette brands used “unisex” strategies, appealing to both men and women. Virtually all cigarette advertisements featured pictures of women as well as men. To logical left-brain management types, that made a lot of sense. Cigarette companies figured their future depended on their ability to create as many female smokers as male smokers. (They have almost achieved that goal).

At the time of Marlboro’s introduction, virtually all ciga-rette brands used “unisex” strategies, appealing to both men and women. Virtually all cigarette advertisements featured pictures of women as well as men. To logical left-brain management types, that made a lot of sense. Cigarette companies figured their future depended on their ability to create as many female smokers as male smokers. (They have almost achieved that goal).

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War in the Boardroom Al Ries

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