Cereal siege.

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    • Subject Terms:
      UNITED States
    • Abstract:
      Examines the marketing strategies in the breakfast cereal industry. The response by Kellogg's to price cuts instituted by the PostCereal unit of Kraft Foods, owned by Philip Morris; How the cereal industry has spent nearly a third of its sales on marketing; Plans to discontinue the tactic of buy one, get one for free.