General Motors to Revitalize Marketing Efforts.(Originated from The Indianapolis Star)

Knight Ridder/Tribune Business News, January, 1996 by Koenig, Bill

DETROIT--Jan. 9--General Motors Corp.'s top marketing executive on Monday gave a primer on how the automaker intends to revitalize the way it sells cars and trucks.

Ronald Zarrella, group vice president of sales, service and marketing, said GM plans to spend $30 million to promote each of its car models. But he said GM would spend the money on a consistent basis -- and not like in years past, when big money would be spent to launch a model with only a small amount spent after that.

"In our business, if you aren't spending at least $30 million on each brand every year, you are below sustaining levels of support," Zarrella said at a speech during the Automotive News World Congress. The event is sponsored by Automotive News, an industry trade publication....

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