2: Mark LaNeve; VP-North American vehicle sales, service and marketing, General Motors Corp.(Special Report: Power Players)(Brief article)

Advertising Age, October, 2006

POWER PLAY: Mark LaNeve, who cut his marketing teeth at GM, orchestrated some smart moves this year as the auto giant's North American operations had its back against the wall. In January, he announced a "permanent repricing'' strategy across most of the carmaker's lineup, admitting the auto giant's practice since fall 2001 of national, multibrand umbrella incentive ads had given GM vehicles a reputation for always being on sale. Its biggest brand, Chevrolet, was directed to first advertise the new pricing with an ad blitz that urged viewers to visit independent auto site Edmunds.com and compare Chevy product and prices directly to competitors. As gas prices skyrocketed, Mr. LaNeve, 47, used online and mainstream ads to get the word out on its E85 ethanol-capable...

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