Smoking is on the decline in high-income countries where the combination of longer life expectancy, education, income, and legal action has created a powerful anti-smoking campaign. Global tobacco companies are shifting their focus from high income to emerging markets where the combination of rising income and the absence of anti-smoking campaigns is leading to ever-increasing demand for cigarettes.

Is this targeting by global tobacco companies ethical?Is it legal?What, if anything, should residents in high-income countries do about the rise in smoking in emerging markets?

The book we are reading is Global Marketing by Warren Keegan