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Resources

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

Every Rose comes with thorns – Short term pain or long term disaster, the choice in corporate social responsibility is clear

Is Amazon destroying Marketing – The battle of value against volume

The 4As of Intelligence – The future of AI is in our hands

Why companies need to think well about customers -Well-being is a customer’s fundamental need

Has the cause of Marketing become as precarious as cause marketing – Why Marketers need to pay more attention to fundamentals

Why we NEED natural intelligence – How humans can combat Super Intelligence

I like all things natural including intelligence – Do you say AI or NI to embracing AI in every aspect of our lives?

Looking at part of a problem can blind the whole of the solution – Bridging the Marketing-Business divide

Time is of essence in making sense of Marketing ROI – Marketing is not a short term cost but a long term investment

The roots go as deep and far as the shoots grow tall and wide – Freshness is more important than newness in brand building

More on deflecting disruption – Lessons learnt from closer home, literally

Leadership lessons, Marketing messages and Branding basics from the Trump trenches – A A Business Primer from a Campaign Primary and Presidential Election

Why high performing consultants need to bare their “tatttoos”? – Don’t sell your time. show your tatttoo

My E-book serialised on LinkedIn:

  1. What comes first, the brand or the business
  2. Why ‘Profit’ and ‘Purpose’ come ahead of ‘Sales’ in any lexicon
  3. When the ‘B’ in business becomes ‘Brand’ and the ‘B’ in Brand becomes ‘Business’, Brand value becomes Business value
  4. Here’s an algebraic ‘expression’that an éxperienced’ marketer would love to solve
  5. A surprising brand delivery betters any grand promise
  6. You must bear fruit while boosting foliage in every growing tree: A simple business truth

The wisdom of few the folly of many – Falling victim to Group think

Touch can accomplish what Tech does – The power of human touch

Content is King until you allow it to be checkmated – Why context is more important than content

How to defend against disruption? – Don’t be disrupted

Where knowledge is free, wisdom becomes priceless – Why managers need to embrace wisdom more than knowledge

CFO birdies CMO @twitter

“Marketing has changed” or has it been short-changed?

Choice of Chalice – Opinion piece in AusWhytralian 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.