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DETROIT — General Motors Corp. said Roger Adams will assume a new position — executive director of corporate advertising and customer relationship management — as the automaker prepares to launch a new wave of products and boost U.S. market share.

The position will integrate advertising with customer relationship campaigns. Adams had been general manager of Buick, GMC and Pontiac.

C.J. Fraleigh, 40, executive director of corporate advertising and marketing for GM, will replace Adams.

GM is attempting to come back strong this year after failing to grow market share for the third consecutive year in 2003. GM ended 2003 with 28 percent of the U.S. market, down from 28.4 percent in 2002.

The personnel moves, planned for some time, are designed to give promising younger executives a chance to move up the ladder.

Separately, Jim Bunnell, 48, was named general manager of GMC-Pontiac division, replacing Lynn Meyers, 61, who is retiring. Bunnell had been head of GM’s northeast sales region.

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