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The success of Marlboros campaigns shifted the focus of global marketing from what a product does to what a product represents. Key contributions to advertising evolution: Introduced lifestyle branding, making products represent values and experiences

Let's do what works instead of putting people in handcuffs and endangering lives." "My family knows only too well what can happen when police enforce tobacco control laws

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(A vastly different version which Feldshuh had a major role in rewriting had originally been mounted at Shakespeare & Co