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Resources

A selection of Mahesh Enjeti’s writings, case studies and other resources:

Choice of Chalice – Opinion piece in Australian Marketing Institute’s Professional Marketing Magazine on better decision making in marketing (courtesy: Professional Marketing). Click here to read or download this article as PDF

Marketing: Back to the Future – Mahesh Enjeti’s 5 minute presentation at Ignite Sydney, Marketing on rediscovering the past to create the future. (courtesy: Ignite Sydney – Marketing and Robert Moorman). Click here to view the video on Youtube OR

Click here to read a blog post on the topic of Marketing: Back to the future (courtesy: TrinityP3 blog)

Marketers lack common sense – Opinion piece in Australian Marketing Institute’s Professional Marketing magazine on shedding the 4 Ps. (courtesy: Professional Marketing). Click here to read or download the article as PDF.

Incredible India, Credible Marketing – Opinion piece in Australian Marketing Institute’s Professional Marketing magazine on marketing in and to India. (courtesy: Professional Marketing). Click here to read or download the article as PDF. 

Social business – A way to re-invent marketing – Manuscript of article published in Market Leader journal. (Courtesy: Market Leader, UK Marketing Society and www.warc.com). Click here to read or download the article as PDF.

Pricing – a double edged sword  – A mini case study on pricing strategies based on Tata Nano car published in the textbook – Marketing by Philip Kotler (courtesy: Marketing by Philip Kotler et al, Pearson Australia, www.pearson.com.au). Click here to read or download the article as PDF.

Building a business with bricks and clicks – A mini case study on digital strategy driven business transformation based on the experience of Private Wealth Network (PWN).  Published in the textbook – Marketing by Philip Kotler (courtesy: Marketing by Philip Kotler et al, Pearson Australia, www.pearson.com.au). Click here to read or download the article as PDF.

The hidden ‘R’ in ROI – A mini case study on the importance of Relationships in Agency management and how that can lead to improved overall performance and better ROI from marketing communications spend.  Published in the textbook – Marketing by Philip Kotler (courtesy: Marketing by Philip Kotler et al, Pearson Australia, www.pearson.com.au).

Milk: Food for marketing thought or why I am intolerant to some marketing people? An article on marketing communications versus customer needs.  

A marketer’s manifesto for getting the most out of your research (courtesy: TrinityP3 blog): Blog post on the importance of buying and using research when making marketing investment. Click here to read the blog post on TrinityP3 blog.