mktg case study #6: mktg cigarettes FOR A PRODUCT THAT KILLS ITS CUSTOMERS, THIS IS PRETTY EASY. FOR ONE… — Max Barry
mktg case study #6: mktg cigarettes
FOR A PRODUCT THAT KILLS ITS CUSTOMERS, THIS IS PRETTY EASY. FOR ONE THING, YOU ONLY NEED TO CONVINCE PEOPLE TO START BUYING. BUT THE BEST PART IS THAT YOU GET TO DEFEND THE ACT OF SELLING A PRODUCT YOUR CUSTOMERS CAN’T STOP BUYING BY CLAIMING THEY HAVE FREEDOM OF CHOICE. BEFORE EACH MARKETING CAMPAIGN, PRACTICE THE LINE: “IT IS NOT THE POLICY OF OUR COMPANY TO DICTATE THE LIFESTYLE OF OUR CUSTOMERS.”
p. 70Source: Wikiquote · CC BY-SA 4.0
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“You.” He stares at me for a second, then shakes his head. “You told me the truth.”
I don’t know what to say. “Yeah.”
“Scat,” he says, a pained expression on his face, “haven’t you learned anything?”
p. 292
mktg case study #13: mktg magazines
GIVE AWAY FREE CRAP (PREFERABLY ADVERTISER-SUPPLIED FREE CRAP). DOESN’T MATTER HOW WORTHLESS OR USELESS IT IS: SALES WILL RISE. STRANGE BUT TRUE.
p. 191
“It’s all responsibility and no control,” 6 says. “The classic path to failure.”
p. 204
