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Our goal was to recover our lost premium brand share, and thereby to protect the long-term profit and cash-generating power of these strong brands. From the book Ashes to Ashes , author Richard Kluger shared that PMs former chief executive in Europe, Ronald Thompson, had remarked privately, They just got a bit too greedy, and now they have to pay some of it back. However, even by 1998, it was still a challenge to answer in the affirmative whether Marlboro Friday was worth it

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And they found that 20% of their menthol smokers quit smoking just by banning menthol

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That gift certainly suggests he had a high margin