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Waiting to Exhale: Marketing of E-Cigarettes

Waiting to Exhale: Marketing of E-Cigarettes

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Author(s): Teresa Martinelli-Lee (University of La Verne, USA)and Jeffery Kahan (University of La Verne, USA)
Copyright: 2015
Pages: 14
Source title: Handbook of Research on Global Business Opportunities
Source Author(s)/Editor(s): Bryan Christiansen (PryMarke, LLC, USA)
DOI: 10.4018/978-1-4666-6551-4.ch019

Keywords: Business & Management / Business Science Reference / Global Business

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Abstract

Tobacco companies have long been on the defensive, but a new product, digital vapor cigarettes, offers what seems to be a social compromise: smoke-free smoking or “vaping.” This chapter explains and examines how this controversial product, new to the U.S. and European markets as of 2007, has affected the retail tobacco industry, both reinvigorating its sales and reviving some of its best integrative marketing strategies. The only adversaries strong enough to hinder its success are laws and regulatory action.

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