GM's formula for marketing success

Stephen Whiteside

This event report outlines how General Motors, the automaker, is currently approaching its marketing strategy.

GM's formula for marketing success

Stephen WhitesideWarc

In encouraging people to buy four-wheeled vehicles, General Motors is now pursuing three core marketing aims.

"I think it does start with, at the end of the day, how many vehicles are we putting into customers' hands – and in their driveways?" Mary Barra, Chief Executive Officer of the Detroit-based automaker, told delegates during a keynote session at Advertising Week 2016 in New York City.

And this mission, she reported, is effectively fueled by a trio of underlying considerations:

  • Fostering Connections:"For us, because it is a longer [purchase] cycle, it's about...

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