MARLBORO MOVE WASN'T SMART

Published on .

James Morgan (Marlboro) as one of the top marketers of the year (AA, July 4)?

How about one of the top marketing "morons" of the year. Here is a guy that through the incredibly un-creative act of a price cut managed to lose his company billions, cost other tobacco companies and investors millions, throw the industry into a tailspin and through all of this he still hasn't managed to address his original share erosion problem. Yes, he did gain market share, and almost to the level it was before value cigarettes entered the market. But at what cost?!!

Wally Balden

Account group manager

Market Facts

Arlington Heights, Ill.

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