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4.0 out of 5 stars
Denial and Survival, 1 Nov 1998
By A Customer
"Ashes to Ashes" examines the volatile history of the big tobacco companies during the twentieth century. This book is somewhat lengthy, but it is full of information and historical trivia. The tobacco giants have endured more challanges than any other business in history. Bad press, lawsuits, slander, moral questions, etc., have all threatened to bring an end to this icon of American business, but the tobacco companies have managed to survive. Through the use of clever advertising, deceptive health claims, manipulation of facts, and gifts to political allies, the U.S. tobacco industry has managed to dodge all of the stones hurled in its direction. Should the tobacco industry be held liable for the millions of deaths resulting from consumption of its products? Is the consumer solely responsible for the effects of what he/she ingests or inhales? Should both sides share the responsibility? In the early part of the 1900's, there were many question marks regarding tobacco and little information available to the public. But in the last forty years or so there have been many indisputable health studies linking tobacco use to several diseases. So, I do not see how any reasonable person nowadays can blame the cigarette manufacturers if the consumer succombs to ill health. Anyone who decides to smoke knows the possible consequences and therefore has no one to blame but himself if he falls victim to smoking related disease. Author Richard Kluger seems to have the opposite opinion: that the tobacco industry should be held liable. Kluger displays an obvious bias against the tobacco industry throughout the book, although he does manage to avoid excessive name- calling. What the future holds for tobacco is uncertain. Phillip Morris and R.J. Reynolds have both diversified their businessess through massive acquisitions of food companies which will no doubt help to soften the financial blow if government continues to intervene and regulate, but it may not be enough. The book ends with a presentation of alternatives that the tobacco industry may be forced to adopt if it hopes to survive. One thing is certain: the controversy is far from over.
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