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The tobacco endgame: a qualitative review and synthesis
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    Response to McDaniel re: Endgame Review and Wake-up Call to the Tobacco Control Community

    NOT PEER REVIEWED The recent endgame review by McDaniel et al1 demonstrates a major flaw in thinking within the tobacco control community. The industry is seen as dominated by the "big tobacco" cigarette companies. The real life industry is intensely competitive and highly fragmented. There are, within the industry, many who could effectively partner with the public health community, if given the opportunity to do so. Bec...

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    Conflict of Interest:
    None declared.