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商品編號： 9-514-059 出版日期： 2013/11/20 作者姓名： Quelch, John A.;Rodriguez, Margaret 商品類別： Marketing 商品規格： 21p 再版日期： 2014/09/16 地域： Europe;United Kingdom;United States 產業： Advertising & public relations;Art supply stores;Health care services;Hospital administration;Tobacco 個案年度： 2003 - 2013
商品敘述：
Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance that teens would easily develop nicotine addictions from smoking the fruit-flavored products. Manufacturers argued that current smokers, not teens were the target market, but laws regulating e-cigarettes were far less stringent than those governing tobacco products.
涵蓋領域：
Barriers to entry;Barriers to exit;Cause marketing;Conflicts of interest;Health;Health care;Innovation;Insurance;Market entry;Marketing
相關資料：
Case Teaching Note, (5-514-108), 7p, by John A. Quelch
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