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General Mills Uses Online Presence To Connect To Consumers

January 29, 2010: 06:36 AM EST
In an interview with Forbes.com, the top marketer at General Mills explains how his company uses its online presence to establish closer relationships with consumers, obtain valuable marketing information, establish focused communications, improve brands, and develop and market new products for smaller markets. Mark Addicks also clarifies his company’s relationship with bloggers in light of FTC concerns, outlines plans to target more narrowly defined sub-markets such as “millenials” and adolescent girls, and summarizes efforts to reduce the sugar content of its breakfast cereal brands without alienating brand-loyal buyers.
Melanie Wells, "General Mills Gets Nimble", Forbes.com, January 29, 2010, via Forbes.com, © Forbes.com LLC™
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