Green Mountain's marketer: "You have to have a great product"

06/1/2009 | Advertising Age (tiered subscription model)

T.J. Whalen, vice president of marketing for Green Mountain Coffee Roasters, says the company accepts "all forms of competition" because it "makes us a little better when we have to compete for the consumer's attention." The company's multichannel strategy helped it post a 60% sales jump last quarter.

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