Strategic Issues
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THE AXE EFFECT A G Krishnamurthy examines the apprehensive stance that most advertisers take during a recession and, with the help of actual examples, contends that an aggressive approach to marketing and brand building may be a better strategy to adopt during a downturn.

THE INVISIBLE CEO The successful organisations of the future will be those with an “invisible CEO”, one who is seen less on the nightly television business reports and spends more time with customers and internally making the business work better, suggests Chuck Martin.