Global Marketing of IQOS: The Philip Morris Campaign to Popularize “Heat Not Burn” Tobacco: Report from Stanford University Outlines the Marketing Push by PMI for IQOS.
Jackler RK, Ramamurthi D, Axelrod A, Jung JK, Louis-Ferdinand NG, Reidel JE, Yu AWY, Jackler LM, Chau C. Global Marketing of IQOS The Philip Morris Campaign to Popularize “Heat Not Burn” Tobacco. SRITA
White paper. February 21, 2020. (http://tobacco.stanford.edu/iqosanalysis)
This comprehensive report of over 300 pages provides a comprehensive academic analysis of IQOS promotion. The report states and shows that marketing has been “aggressive, multilayered, and has spanned an impressive spectrum of media and methods.”
Stephen Hamann
