Hermawan Kartajaya

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Hermawan Kartajaya
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Born (1947-11-18) November 18, 1947 (age 77)
NationalityIndonesian
Alma materSepuluh Nopember Institute of Technology (ITS)
OccupationMarketing expert
OrganizationMCorp

Hermawan Kartajaya (born November 18, 1947) is an Indonesian marketing expert.

Hermawan was recognized as one of the 50 Gurus Who Have Shaped the Future of Marketing by The Chartered Institute of Marketing, based in the United Kingdom. In addition, he is actively involved in various organizations, such as the Asia Marketing Federation (AMF).[1] and the Asia Small Business Federation (ASBF).

He currently serves as the Founder & Chair of MCorp[2], a corporate group that oversees several businesses, including the marketing consulting and research firm MarkPlus, Inc.[3], the MarkPlus Institute[4], which provides learning platforms in marketing, business, and entrepreneurship, and the Marketeers[5]media platform. He founded MarkPlus, Inc. in 1990 as a management consulting firm based in Indonesia.

Hermawan pursued higher education in Electrical Engineering at the Sepuluh Nopember Institute of Technology (ITS) but had to drop out due to financial difficulties. In 2010, ITS awarded him an Honorary Doctorate (Doctor Honoris Causa) for his contributions to global marketing knowledge.

Hermawan is also an active author, most notable for writing international books in collaboration with Philip Kotler (the father of modern marketingnya gausah). Hermawan met Kotler in 1998 at a conference in Moscow.

Since then, Hermawan has co-authored 13 international books with Kotler, starting with Repositioning Asia: From Bubble to Sustainable Economy, which was published in 2000[6] and most recently Reimagining Operational Excellence: Inspirations from Asia, which was published in 2024[7]

Meeting with Philip Kotler

In September 1998, Hermawan received a special invitation to be a speaker at the World Marketing Conference in Moscow, Russia. At that time, he was serving as the President of the Asia Pacific Marketing Federation (APMF). It was at this event that Hermawan had his first personal encounter with Philip Kotler.[8]

The year 1998 was a challenging period for Indonesia and several other Asian countries. The economic crisis led to social and political turmoil. Riots broke out in various cities, and Soeharto, the then-President of Indonesia, lost credibility among the people, ultimately leading to the fall of the New Order regime. This marked the transition to the Reformation Era.

Given the situation in Indonesia at the time, the invitation to Moscow was a significant opportunity. With strong confidence as a marketing practitioner and President of APMF, Hermawan seized the moment to express his optimism that Asia would rise again.

During lunch, Kotler sat alone with Hermawan. Many conference participants avoided engaging with Kotler due to their limited proficiency in English. However, for Hermawan, this was a golden opportunity. From this meeting and lunchtime discussion, the collaboration and intellectual journey between Philip Kotler and Hermawan Kartajaya began. Their collaboration has resulted in 13 international books, categorized into three themes Key Elements of Marketing, Tech Marketing, Entrepreneurial Marketing.

Education History

  • Doctor Honoris Causa, Institut Teknologi Sepuluh Nopember, Surabaya, Indonesia
  • Master of Science in International Marketing, University of Strathclyde, Glasgow, Scotland
  • Bachelor of Economics in Marketing Management, University of Surabaya, Surabaya, Indonesia

Career History

  • Founder and Chair, MCorp (1990 - Sekarang)
  • Director of Distribution, HM Sampoerna (1987 - 1990)
  • General Manager, PT Panggung Electronic Industries (1985 - 1987)

Selected Organization and Selected Affiliation

  • Honorary Consulate General of the Czech Republic in East Java and Yogyakarta (2022 – Present)
  • Honorary Consul of the Czech Republic in East Java, Central Java, and Yogyakarta (2002 – 2022)
  • Founder, Asia Marketing Federation (AMF)
  • Chairman, Asia Small Business Federation (ASBF)
  • Honorary Founding Chairman, Indonesia Marketing Association (IMA)
  • Dewan Pakar, Asosiasi Emiten Indonesia (2024-2026)

Publikasi internasional

Key Elements of Marketing

  • Repositioning Asia: From Bubble to Sustainable Economy; Philip Kotler and Hermawan Kartajaya, John Wiley & Sons, 2000[9]
  • Rethinking Marketing: Sustainable Market-ing Enterprise in Asia; Philip Kotler, Hermawan Kartajaya, Hooi Den Huan (Nanyang Business School, Singapore), Sandra Liu (University of Indiana), Prentice Hall, 2002[10]
  • Attracting Investors: A Marketing Approach to Finding Funds for Your Business; Philip Kotler, Hermawan Kartajaya and S. David Young (INSEAD), John Wiley & Sons, 2004[11]
  • Think ASEAN! Rethinking Marketing toward ASEAN Community 2015; Philip Kotler, Hermawan Kartajaya and Hooi Den Huan, McGraw Hill, 2006[12]
  • Think New ASEAN! Rethinking Marketing Towards ASEAN Economic Community; Philip Kotler, Hermawan Kartajaya and Hooi Den Huan, McGraw Hill, 2014[13]
  • Marketing for Competitiveness: Asia to the World – in the Age of Digital; Philip Kotler, Hermawan Kartajaya, and Hooi Den Huan, World Scientific Publishing Co., John Wiley & Sons, 2016[14]
  • Asian Competitors: Marketing for Competitiveness in the Age of Digital Consumers; Philip Kotler, Hermawan Kartajaya, and Hooi Den Huan, World Scientific Pub Co, Inc. 2019[15]

Tech Marketing

  • Marketing 3.0: From Mind to Heart to the Human Spirit; Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan, John Wiley & Sons, 2010[16]
  • Marketing 4.0: Moving from Traditional to Digital; Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan, John Wiley & Sons, John Wiley & Sons, 2017[17]
  • Marketing 5.0: Technology for Humanity; Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan, John Wiley & Sons, John Wiley & Sons, 2020[18]
  • Marketing 6.0: The Future is Immersive; Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, Wiley, 2023[19]

Entrepreneurial Marketing

  • Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership and Sustainability; Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, and Jacky Mussry, Wiley, 2023[20]
  • Reimagining Operational Excellence: Inspirations From Asia; Philip Kotler, Hermawan Kartajaya, and Jacky Mussry, Wiley, 2024[21]

References

  1. ↑ "Asia Marketing Federation". Asia Marketing Federation. Retrieved 2025-03-07.
  2. ↑ "MCorp a Leading Marketing Service in ASEAN". MCorp. Retrieved 2025-03-07.
  3. ↑ "MarkPlus Inc".
  4. ↑ "MarkPlus Institute Upskilling and Reskilling Platform". MarkPlus Institute. Retrieved 2025-03-07.
  5. ↑ "Marketeers". Retrieved 2025-03-07.
  6. ↑ Repositioning Asia: From Bubble to Sustainable. Wiley. 2000. ISBN 9780471846659.
  7. ↑ Reimagining Operational Excellence: Inspirations from Asia. WIley. 2024. ISBN 9781394239252.
  8. ↑ "Pada Mulanya adalah Moscow 2011-05-19". Retrieved 2025-03-07.
  9. ↑ Repositioning Asia: From Bubble to Sustainable Economy. Wiley. 2000. ISBN 9780471846659.
  10. ↑ Rethinking Marketing: Sustainable Marketing Enterprise in Asia. Prentice Hall. 2003. ISBN 9780133410198.
  11. ↑ Attracting Investors: A Marketing Approach to Finding Funds for Your Business. Wiley. 2004. ISBN 9780471682868.
  12. ↑ Think ASEAN! Rethinking Marketing Toward ASEAN Community 2015. McGraw-Hill. 2006. ISBN 9780071254052.
  13. ↑ Think New ASEAN! Rethinking Marketing Towards ASEAN Economic Community. McGraw Hill. 2014.
  14. ↑ Marketing For Competitiveness: Asia To The World - In The Age Of Digital Consumers. World Scientific Publishing Company. 2016. ISBN 9789813201989.
  15. ↑ Asian Competitors: Marketing for Competitiveness in the Age of Digital Consumers. World Scientific Publishing Company. 15 March 2019. ISBN 9789813275485.
  16. ↑ Marketing 3.0: From Products to Customers to the Human Spirit. John Wiley & Sons. 2010. ISBN 9780470598825.
  17. ↑ Marketing 4.0: Moving from Traditional to Digital. Wiley. 2016. ISBN 9781119341147.
  18. ↑ Marketing 5.0: Technology for Humanity. Wiley. 2021. ISBN 9781119668541.
  19. ↑ Marketing 6.0: The Future Is Immersive. Wiley. 2023. ISBN 9781119835370.
  20. ↑ Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability. Wiley. 2023. ISBN 9781119835202.
  21. ↑ Reimagining Operational Excellence. Wiley. 2024. ISBN 9781394239252.

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