 Rules of Recession Marketing
Sure, the economy has slowed to a crawl, and the suddenly-canny,
budget-conscious housewife isn't splurging. But sharp marketers can still turn the
recession to their advantage by changing the rules of the marketing game.
The Four Ps of Recession MarketingADDITIONAL READING
Marketing Readings List
Advertising: The Five Canons Of
Recession Communications
BT showcases the strategies employed by the best advertisers of
1997-98: the Betty winners.
Recession AdSpeak
ADDITIONAL READING
Betty Winners
CORPORATE FRONT
Can Shell's India Tack Fuel
Growth?
Although the company's diverse forays appear to lack focus, CEO Vikram Singh Mehta is
merely replicating the oil major's global blueprint in India.
Can the Modern Group Sell to
Modernise?
Survival could be a tough proposition for a
group that is loaded with debt, and has no strategic direction.
Can Kellogg India Sustain the
Crackle?
Although the breakfast-foods manufacture has
grown the market, it still has a long way to go.
How can Reckitt Cherry Blossom
its Future?
As CEO Pranab Barua admits, RCI should grow its
segments, strengthen its distribution--and make like a FMCG.
Why do the Banks Love (Spare)
RIBs?
Because the spreads on the Rs 17,680 crore they
collected could be as high as 5.50 per cent--and sans exchange risks too.
Is Paramount Tiptoeing to a
Colourful Sellout?
Competition, costs, and losses could
force Chairman B D Topiwala to, eventually, pull out of the colours market.
Can the Khaitans Process a
Creditable Future?
They were the pioneers in the credit card
transaction-processing business, but the Khaitans may soon have to start up afresh.
OTHER STORIES
Interview: Gene De Rose, CEO, Jupiter
Communications
"The Net is about brand action marketing"
Case Study
The Local Dynamics of A Global Strategy
ADDITIONAL READING
Readings List
Leading: The Man Behind the Mask
With mild thrusts, unobtrusive lunges, and the gentle art of persuasion, S
D Kulkarni is quietly tearing its past uncompetitiveness off Larsen and Toubro.
Investigation: Shattered
The Unit Trust of India, the stockmarkets, investor confidence, and the
mutual funds business--all of them will be devastated by the downfall of US-64. BT scoops
the scheme's full portfolio and unearths the shocking truth that it hides.
ADDITIONAL READING
The Complete US-64 Equity
and Debt Portfolio
Infotech: The CIO's Guide to Customised
Corporate Computing
Warning: the fundamentals of corporate computing have shifted. Does your
CIO know that the most powerful PC may not, necessarily, be the best any more?
ADDITIONAL READING
Chips Readings List
Chips Websites List
Ideas: The New Value Chain
ADDITIONAL READING
Readings |
