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Amelio replaces Spindler at Apple

Published on .

Apple Computer's reported new CEO, Gil Amelio, is likely to delegate marketing responsibilities, but he also will force discipline and focus into Apple marketing, a review of his management pattern suggests. Mr. Amelio resigned Feb. 2 as chairman-CEO of National Semiconductor amid reports he will replace Michael Spindler as Apple CEO. Under Mr. Amelio, National Semi unveiled a new logo but has done minimal advertising; the company last year moved its account from FCB Technology Group, San Francisco, to CKS Partners, Cupertino, a key Apple supplier. The future of Apple's top marketing executive, Satjiv Chahil, is unclear.

Quaker moving Gatorade into U.K.
Quaker Oats Co. says it will launch Gatorade sports drink in the U.K. in April, several years after reaching other European markets. No agency has been appointed.

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