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"IQOS", "Marlboro", and "Heatsticks" are registered trademarks of PMI (Phillip Morris International Inc.) in the United States and/or other countries

Meanwhile, Zuzana Buckingham, head of strategic planning for the Davidoff brand at Imperial Tobacco Limited, argues that four key factors must come together for cigarettes to be perceived as luxury: superior quality, desirability, heritage and relevance to the end consumer

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In fact, the treatys provision barring tobacco industry influence has been inverted