Nilewide Marketing Review articles

Recent articles from Nilewide Marketing Review

Beyond strategy.
June 18, 2006... Belief in the centrality and power of strategy seems to permeate business and many consulting firms benefit from helping to understand and shape company strategy. This assumes that creating a strategy is the only way to be successful. Some business leaders...

ROI is too short term.(Return on investment)
June 18, 2006... The need for demonstrable ROI on marketing expenditures is inherently positive, although it can be easily misused. There is no doubt that it helps to focus thinking on what and why actions are being taken. It also brings marketing into line with other parts of...

Picking partners.
June 18, 2006... Partnering with other brands is an increasingly popular way to cost effectively differentiate offers and potentially add brand values or change images. It is well recognised that smaller brands often benefit more from a partnership with a bigger brand, but it...

Not so simple simplifying.
June 18, 2006... It is easy to divide people into voluntary simplifiers (or as having anti-materialist or environmentalist beliefs) and non-voluntary simplifiers (more common). However, most people are likely to fit somewhere in between these two extremes and probably move...

The mind/brain conundrum.
June 18, 2006... Descartes argued that the mind and brain are made of different stuff, but our fascination (bordering on obsession) with brain science may be leading us towards an equally dangerous position. The more we study the physical brain, the more we see it light up in...