Conclusions from the Consumer Goods Industry

  • Roxana D. Maiorescu-MurphyEmail author


Despite the fact that Johnson & Johnson and Altria are classified as belonging to the consumer goods industries, their divergent business profiles made it impossible to compare their communication strategies. Consequently, this chapter discusses the main implications of the results that emerged for each company, without making analogies or drawing conclusions across the industry.


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Copyright information

© The Author(s) 2020

Authors and Affiliations

  1. 1.Emerson CollegeBostonUSA

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