Watch the watches

Unspun some time ago marveled at the timepiece, that looked like a Richard Mille, worn by then Police Chief Bambang Hendarso Danuri when he was denying corruption charges against the police.

Time passed (you can see the puns coming in this posting, can’t you?) and recently Indonesia’s lawmakers were taken to task for their sporting of Rolex watches, expensive but obviously not in the same league as the Police Chief.

Here’s a report from Indonesia today on the latest slap on the wrist:

People

TUESDAY, 28 FEBRUARY 2012 19:21
WRITTEN BY HARYANTO SUHARMAN
JAKARTA, Indonesia Today – Public discussed intensely about luxurious lifestyle of Indonesian lawmakers. The discussion was triggered by confessions of several lawmakers wearing Rolex, a luxurious branded watch.

Ruhut Sitompul, lawmaker from President SBY’s Demokrat Party, has confessed that he already used Rolex watch with price tag of Rp450 million. According to Ruhut, he bought Rolex Yacht Master II when he served as a lawyer in 2007. Ruhut believed that there are many lawmakers wearing Rolex like him. “If lawmakers wear it (Rolex), it’s appropriate,” said Ruhut this morning (Feb 28).

Anis Matta, PKS lawmaker, also admitted that he wears Rolex he bought around 4-5 years ago for Rp70 million. “It’s more about functions. Rolex watch is only an accessory, not a hobby,” said Anis, who is also deputy House Speaker.

Golkar lawmaker, Bambang Soesatyo, who is famous for riding Bentley, however, admitted of wearing only US$1,000 watches.

What people say about Lawmakers with Rolex. Here are some comments of them:

“That’s why its name is DPR = Dewan Perwakilan Rolex (read: House of Rolex Representatives),” said one reader jokingly.

“It’s only diverting public attention from corruption issues,” said another reader reminded.

“Bloody Bastard you corruptors,” told another reader angrily.

“It’s impossible if they bought it with their salaries,” one twitter account accused.

“How pathetic!” another twitter account protested.

“Okay it’s your rights, but that’s not wise,” another twitter account complained.

“Rolex?! It’s elegant, really?! I think the lawmakers do not know about Louis Moinet and Bell & Ross,” another twitter account jokingly suggested.

“I bet they never heard of Hublot! Hahaa,”  said another twitter account.

It’s not the first time public have criticized lawmaker’s luxurious lifestyle. Public previously criticized lawmakers for their luxurious cars. (haryanto@theindonesiatoday.com)

What is it with Indonesian officials and politicians and the need to flaunt their wealth that they would never make if they earned only an honest salary? Time after time, they show off their ill gotten and with seemingly impunity. Why has no government agency investigated them for carrying so much money on their wrists?

Conferences, workshops and all that baloney

At least twice a week I’ve been getting at least 2 emails from a Conference Organizer based in Singapore and Hong Kong offering this communications workshop, that social media conference and every possible subject of importance in the field where I work in, which is communications.

There was a time when Unspun was naive enough to think that they held some promise of insights and knowledge. But after attending a couple of them and watching their list of speakers I’ve stopped paying attention to them. I trash all the email almost without looking at them.

The reason? Many of the conferences and workshops are shams. This is how it works. They choose the speaker according to which company is willing to sponsor them. Never mind the caliber of the speaker, the quality of their presentations or whether they know squat about anything.

So long as they are willing to “sponsor” the conference organizer, and they are nominally in an area of practice that is hot (social media and measurement are lava for the month) they get to become speakers. So you end up having all these international PR companies and in-house PR flacks from corporations chasing their five minutes of fame at these talkfests.

The worst problem is that many of them, who are so-called communicators, do not know the first thing about speaking and selling their companies. Instead of selling their companies through their brilliant insights and experiences that are shared with the audience, they instead launch into breast beating or horn blowing about their companies.

It is ironic but by doing this they piss off the audience who feel cheated because they came to learn and got a sales pitch instead. It is only if you get very lucky that you stumble on a speaker that gets it and shares fresh insights and experience.

The responsibility of this state of total disrespect for the conference participant, however, must lie with the conference organizer. To make money they have taken the easiest route possible by prostituting their offering for a few pieces of silver. Then they do not even try to mitigate the damage by stipulating what the speakers should touch on and what they shold not do – shamelessly promote their companies.

Yet this happens in almost of the conferences and workshops that the conference organizer has offered. Unspun wonders how long they can keep it up before enough people realize the futility of attending them?

Have you a conference experience to share?

 

 

How did on liners react to the Tugu Tani tragedy and what in blazes is KOWAWA \(´▽`)/?

Very proud of how my colleagues at Raconteur, the social media division of Maverick, are using their knowledge, savvy and expertise of the Indonesian cybersphere to keep the rest of us informed about what the online community is saying, what’s hot with them and how they are reacting to offline events, like the tragedy at Tugu Tani when a car driven by a women stoned out of her wits, ploughed into a crowd of pedestrians killing seven people including a pregnant woman and several children.

In this week’s update the Raconteurs also discuss what’s behind the online fad of using the expression “KOWAWA \(´▽`)/”, the urban legend behind the wary tweets about Nenek Guyung and how Telkomsel’s online tricks as it launches the IPhone 4S.

The idea behind these weekly updates is that old fogeys like me who aren’t on the Net as much as we should, as well as corporations and communicators who need to keep abreast of the conversations in Indonesia’s social media scene, have an easy way of accessing this information.

What do you guys think of this service?

 

Why RIM Blackberry may be heading for more trouble over promo gone wrong

Here’s why:

1. It took them a week before expressing regret. A week is a very long time in today’s BB Messenger-fuelled world of communications. In the meantime word has already been spreading around town about RIM’s seemingly slow response.

2. After all this time and it was short of an apology. It was only a “regret”. (You can imagine the internal debate. Executive: “Do we apologize?” Lawyer: “No. We don’t because it would open us up to lawsuits.” Well, in Canada maybe but have you considered that Indonesians apologize al the time for the small infractions and its culturally expected for someone to do so.

3. Trying to inject corporate self-serving message (“It is very important to us to continue to demonstrate that we’re a strong, responsible corporate citizen in Indonesia”) when all the public wants to know is are you sorry, do you take responsibility, are you empathic, why it happened and what you are going to do about it. Nobody wants to hear or care how strong and responsible a corporate citizen you are.

4. Pointing fingers (“We are reviewing [the contracts with Experiential and Hill & Associates], as part of the … investigation to really take a look at the details, [and] relationship, to the event,” he said) As everyone should have learned from BP’s fiasco, it doesn’t matter whether it was your vendor or contractor who is at fault, when you are a big brand and it happened under your watch, you need to take responsibility and not blame, or imply it is the fault of others.

All classic no-no’s in the practice of Crisis and Issues Management from a PR perspective.So what will happen next? If RIM is very lucky things will die down. If they are not then they may be be heading for more trouble as others react against the mistakes they are making. It’s all very unpredictable in crisis-like situations, but that doesn’t mean that you shouldn’t minimize the potential flash points.

via RIM Regrets BlackBerry Promo Gone Wrong | The Jakarta Globe

Research In Motion said on Friday that it regretted the mad rush for the new BlackBerry smartphone on Nov. 25 that left 90 people unconscious and three injured.

“We sincerely regret that many loyal customers experienced frustration and were upset, and that some individuals suffered injuries,” Gregory Wade, RIM’s regional managing director for East Asia, told the Jakarta Globe.

He also said that staff from RIM and others involved in the event had visited hospitals to “extend our support and sympathy to those injured.”

“We are deeply committed to Indonesia and greatly value the passionate support Indonesians have shown for BlackBerry smartphones and popular apps like BBM,” he said.

“It is very important to us to continue to demonstrate that we’re a strong, responsible corporate citizen in Indonesia.”

The new BlackBerry Bold 9790 was made available first in the world in Indonesia and the first 1,000 people at the launch at Pacific Place mall had the chance to buy one for Rp 2.3 million ($255). The half-off discount attracted a huge crowd, some of whom had started lining up the day before.

Wade said the Nov. 25 event had been organized on behalf of RIM by event organizer Experiential and security consultant Hill & Associates.

“We are actively cooperating with the authorities who are investigating this incident,” he said, adding that RIM was also undertaking its own investigation.

He said the company was also conducting an internal review, focusing on preventing a similar incident happening in Indonesia.

“We are reviewing [the contracts with Experiential and Hill & Associates], as part of the … investigation to really take a look at the details, [and] relationship, to the event,” he said….

Bringing the efficiencies of the Bumi boardroom to the government

Would how a man run his business be an indication of how he would run the country if he were president?

Assume this is true and we would have an interesting thought exercise of how Bakrie would run Indonesia.

Imagine Indonesia in 2015. An anti corruption group, headed by a prominent Indonesian whose credibility and integrity is well established and who has a stature in international forums, calls a press conference to say that the Government is corrupt and needs a radical clean up. They then detail specific areas where it needs to get its act together. We can assume that they have tried working within the system and failed miserably. Out of sheer frustration they turn to the Press, hoping that some publicity would shame the Government into acting.

The Government spokesperson reacts, and instead of addressing the problems brought up or being open minded enough to say they’ll investigate, decides to chide the Anti-corruption group for not following protocol; if they are unhappy with the Government.

“The Anti-Corruption Group hasn’t addressed these issues with us,” the spokesman said, referring to at the petition by the group where they outlined their grievances with the Government.

“If they want to raise any issues, as a citizens, we would expect them to follow accepted procedures and raise concerns at the proper forums (such as KPK, the House Commissions and the Police that would be functioning as business units of Government Inc. by then) and at the appropriate time.”

Did a chill just go up you spine? One went up mine when I read the story below from The Jakarta Globe:

 

Rothschild Calls for Clean-Up at Bakrie’s Bumi Resources

Rothschild in happier times

 

British financier Nathaniel Rothschild has criticized the management and corporate governance at Bumi Resources, the Indonesian coal company he is trying to transform into a top-tier global miner, the Financial Times reported on Thursday.

The newspaper said it has seen a letter written by Rothschild calling for a “radical cleaning up” of Bumi, the Jakarta-based affiliate of London-listed Bumi Plc.

Rothschild is co-chairman of the London-listed firm, his joint venture with Indonesia’s politically connected Bakrie family that holds a 29 percent stake in Bumi Resources.

Aburizal Bakrie is the chairman of the Golkar Party.

“Both myself and the Bakries need an immediate transformation of the way you are choosing to manage PT Bumi Resources,” Rothschild wrote in his letter to Ari Hudaya, a long-time Bakrie family lieutenant who is chief executive of both PT Bumi Resources and Bumi.

It was the first public sign of strains in the relationship between the two business dynasties, who investors applauded a year ago for creating the world’s biggest thermal coal company.

In an interview with the FT, Rothschild said his relationship with the Bakries, major shareholders of Bumi, “is just fine,” adding that they would be “thrilled when they read a copy of this letter.”

Chris Fong, a spokesman for the Bakrie family, whose financial difficulties forced them to sell half of their Bumi stake this month, said the letter had taken them by surprise.

“Nat Rothschild hasn’t addressed these issues with us,” Fong said, referring to a passage in the letter in which Rothschild said that the Bakries wanted a transformation in Bumi Resources.

“If he wants to raise any issues, as a shareholder and board member, we would expect him to follow accepted corporate governance procedures and raise concerns at the board level and at the appropriate time.”

According to two sources close to the group, the letter was the result of a boardroom battle between the Bakries and Rothschild, in which Rothschild had demanded Ari Hudaya’s replacement as CEO.

Reuters was unable to contact Rothschild to seek comment.

 

The trouble with contests and awards

There’s been much comment and discontent about Indonesia’s poor showing in the New 7 Wonders of The World Contest. In the conversation led by, among others, The Indonesian blogosphere’s Comeback Kid, Priyadi, many Indonesians are criticizing the methodology of how the New 7 Wonders were chosen.

The problem in their arguments, however, is that Indonesia chose willingly to enter into the contest, knowing full well that the selection process may not hold a candle next to Ceasar’s wife, so it is a bit churlish to complain when, having been complicit in the progress of the competition, you turn around and criticize the organizers.

Unfortunately, however, most of us – Unspun included – are suckers for that whatever slim chance at recognition and victory that we tend to overlook the flaws of a contest or award, only to have these very same flows come back in their mocking glory when we do not win any prizes.

Unspun knows this feeling only too well. Last week Unspun was invited by some friends to join their table at the SABRE Awards that was organized by the Holmes Report. Unspun went there because 1. The spot was free, courtesy of my friends and Unspun’s a cheapskate and 2. Unspun’s firm had been short listed as finalist in two of the award categories.

Unspun was skeptical of the awards from way back (see this link) but so hard wired are we all to optimism and The Slim Chance that he trekked to Singapore for the dinner. When the results were announced, the spoils went mainly to the Big Boys of PR, who also happened to be sponsors.

At this point Unspun reasoned, you could interpret the results several ways: Big Boys, because of their resources, are inherently more creative; Big Boys have more clout because they also happen to be the sponsors of the dinner (or conversely, because they are aware of how good they are, they sponsored the dinner so that they could be recognized); Small Boys generally can’t compete with the Big Boys; Big Big Boys rule,maven against other Big Boys.

Unspun wasn’t alone. There were others more skeptical than him. Many questioned the impartiality of the awards, pointing to the close connection between the viability of the organizing body and advertising/sponsorship for its existence. This, however, is a bit unfair because the Holmes Report did conscript some judges who should be impartial although,
Ironically, they did a bad job of PR-ing that fact.

Unspun thinks that the Holmes Report’s present dependence on sponsorship and advertisement leaves its credibility vulnerable but at least they are trying to do something to recognize PR.

The real problem is that the organizations with the heft and resources to really do something for the profession – the Big Boys – are doing squat to set up a forum where good PR work can be recognized and encouraged in a manner that is much more beyond reproach. (Human psychology is such that if you belonged to a Big Boy team and won an award, the fact that you are intelligent enough to figure what Unspun’s said so far would not stop you from The Ecstatic Moment When your firm or team’s name is announced). Then again, if you are a Big Boy, why would you want to upset the apple cart?

So there you have it. Unspun is probably churlish for complaining (and would he write a completely different post if his firm had won an award that night?) but at the same time feels that the whole matter should be brought up for a good airing and unspinning. Any opinions from the PR fraternity?

iPad resellers acquitted

There is some sanity and logic, even justice, at the Indonesian courts after all. The Central Jakarta District Court has finally thrown out the case where the Police, in a fit of misplaced priorities and zealotry to enforce the Law, sought the prosecution of two men trying to resell a few iPads in Indonesia – on the lame excuse that they did not have manuals for using the iPad in Indonesian. What’s curious is which are the 40 listed items mentioned in the story below that are required by law to have Indonesian language manuals? Why is it so important for them to have Indonesian manuals? Or the more appropriate question in Indonesia: “Who stands to profit from translating the manuals and printing them in Indonesian?”

Curious iPad Case Closed as Court Clears Resellers | The Jakarta Globe

Central Jakarta District Court judges acquitted two men on Tuesday who were controversially charged with violating consumer protection laws after selling Apple iPads without Indonesian-language manuals.

“Based on expert testimony and an official letter issued by the Trade Ministry, the iPad is not among the 45 items that must have Indonesian-language manuals,” presiding judge Sapawi said.

Sapawi also said that since the two defendants were not distributors, importers or manufacturers, they were under no legal obligation to be certified. The prosecutors had accused the two of operating without certification.

The court ordered the return of the iPads in question and cleared the two men, Randy Lester Samu and Dian Yudha Negara, who had found themselves at the center of a storm of controversy since their arrests on Nov. 24, 2010, in a sting operation.

Policemen posing as buyers had responded to an advertisement on Kaskus, an online forum. Randy and Dian told police they bought the tablet computers in Singapore, but they were not able to produce customs papers.

Read More here.

Play. Pause. Forward.

The euphoria surrounding social media has been so infectious that many brand managers and organizations have jumped headlong into opening their own Facebook pages and Twitter accounts.

Some enterprising ones have conducted a campaign or two using these social platforms that they have classified as unqualified successes because it generated some buzz in the form of hashtags earned, or increased followers in the Facebook ro Twitter accounts. But are they real successes? In the business world communications is but a tool.Tools are useful when they help the business to achieve its objectives,wasteful when they do not. Social media and its platforms, in this sense, are but tools to achieve business objectives like increased sales and closer ties to customers that matter most.

In this context, how many of the social media programs we see around us in Indonesia are flashes-in-the-pan that create a lot of razzle and dazzle for a moment and then die down, conspicuously  achieving nothing?  How many social programs out there will never help an iota in increasing sales and/or strengthening the bond between brands and their consumers?

How many zombie Facebook pages and Twitter accounts are there out there in cyber space, brought to life in a rush of enthusiasm and then neglected when the owner can’t quite figure that to do next?

If any of this describes the organizations you’re familiar with then its time to get real, to take a pause and question who do you real need to communicate with via cosmical media and to what end, before forging ahead with your social media activities at a faster clip.

It is with this in mind that my colleagues at Raconteur and Brio have put together a workshop that aims give brands/organizations/ social media policy and usage a health check up; as well as hands-on practical sessions in mapping out your real audience and what strategies to adopt moving forward that are real and relevant to the people you are trying to reach.

The workshop, to be held on November 24, will be run by Hanny Kusumawati who’s perhaps better known by her Twitter handle @beradadisini and the movement she started, Coin-a-Chance, that has won several awards and recognized for its innovative use of social media. Hanny who lectures on communications at Universitas Paramadina and is an oft sought after speaker on social media, also heads Raconteur, the digital storytellers division in Maverick. There she and her team consult to clients on how best to use social media to meet their business objectives.

She’s assisted by Jonathan Tenggara, our resident geek who specializes in digital technology and social media analysis. He’ll be able to tell you how to measure and quantify the impact social media campaigns and programs have on your brands.

They are very bright guys who also happen to know the Indonesian social media landscape inside out so it should be workshop that anyone who’s interested in boosting their businesses’ social media performance cannot afford to miss.

Introspection, not revenge, needed over loss of RIM to Malaysia

Investment Coordinating Board Chairman Gita Wirjawan is right to ask why indeed would a company like RIM that has exponentially more consumers in Indonesia and Malaysia choose the latter for its production base. It makes little financial and political sense.

Gita is also right to speculate that it may be because Indonesia last year required RIM to set up a regional network aggregator, or data center, in the country, establish at least 40 authorized customer care centers, facilitate lawful interception of its encrypted BlackBerry Messenger services by officials and filter pornographic content.

But he does not ask and speculate on the important questions: Were there other factors behind RIM’s decision to locate its base in Malaysia? Is Indonesia’s corruption and lack of legal certainty a factor? What about the red tape in setting something like this up here, compared to Malaysia? And how much of a concern should IT and communications-related companies have over an Information Minister as mercurial as Tifatul?

But at least Gita did make an effort at asking. The Industry Minister just went straight for the revenge bit. Companies make business decisions based on what’s good for their business. Being close to their market and winning the goodwill of their largest markets are very important factors for businesses in their decision-making processes. Unspun is sure that RIM, and Bosch for that matter, considered the pros and cons of Indonesia and Malaysia carefully and the sad truth, for them, is that the cons in Indonesia outweigh the very strong pro of a huge consumer base in Indonesia.

Instead of acting with the fury of a woman scorned the Indonesian ministers would do well to do, as the late Suharto would have advised, some introspection on what Indonesia needs to change to make itself more attractive as an investment destination. Or at least to mitigate the cons that help outweigh its pros of a huge population and market, a stable and growing economy and vast store of resources.

See also: Indonesian Government threatens RIM with additional taxes over Malaysia decision

An extract of the news as it appears in The Jakarta Globe today:

Govt Upset as RIM Chooses Malaysia for Base

The decision of BlackBerry maker Research In Motion, to set up its production base for Asia in Malaysia is upsetting some senior Indonesian officials and prompting them to consider hitting back at the Canadian company.

“Why did they choose to build in Malaysia?” said Gita Wirjawan, the chairman of the Investment Coordinating Board (BKPM), suggesting Indonesia’s large market should have been a factor.

Gita said the market for BlackBerrys in Malaysia — less than 400,000 units sold annually — was small compared to the Indonesian market — estimated at 4 million units a year.

He said he believed that Jakarta’s demand for the company to establish a data center here was behind the decision.

RIM spokesman Oliver Pilgerstorfer said the company was unable to comment on the matter.

Last year, Indonesia required RIM to set up a regional network aggregator, or data center, in the country, establish at least 40 authorized customer care centers, facilitate lawful interception of its encrypted BlackBerry Messenger services by officials and filter pornographic content.

German company Bosch recently announced it was planning to build a solar-panel plant in Malaysia, even though Indonesia was its target market, Gita said. The BKPM chairman proposed tariff barriers for companies that import luxury goods rather than produce them in Indonesia.

He received some support from Industry Minister M.S. Hidayat, who said the government should penalize producers with a large market share in Indonesia who import their products.

“I suggest we impose an additional value-added tax, or luxury tax, for such goods, so that people would choose to invest here instead,” Hidayat said.

Read More

Garuda deflates allegations of breast implant checks

Phew! Luckily the allegation is untrue, otherwise the poor doctors would have such an unpleasant, boring task before them. Good for Garuda spokesperson Pujobroto to make a clean breast of things.

 

Garuda Denies Breast Check Allegations

Elisabeth Oktofani & AFP | August 24, 2011

Garuda Indonesia on Wednesday denied allegations by a South Korean job applicant that male doctors were examining aspiring flight attendants’ breasts to detect any implants.

Pujobroto, the flagship carrier’s corporate secretary, said the routine medical examination that formed part of the recruitment process did not involve a breast examination.

“It is not true that we have hired a … doctor to give breast examinations to check whether or not applicants have breast implants,” he said.

The applicant for a cabin crew position in South Korea, who requested that her name not be published, said dozens of candidates for 18 highly coveted female flight attendant positions with Garuda were required to strip down to their panties so a doctor, who was male, could check for tattoos and breast implants.

Read more  here

The SABRE Asia-Pacific Nominations

This is what I posted at Talking Points, Maverick’s corporate Blog

Being named finalist in the SABRE Asia-Pacific Nominations

2011 is proving to be an interesting year for Maverick where awards are concerned.

Back in March Maverick was named a finalist in the Holmes Report’s Southeast Asian Consultancy of the Year Award. But, whether it was because we looked the gift horse in the mouth or not, someone else was named the winner.

The Maverick team at the MIX PR Awards

In June we were ann

ounced winners of Mix Magazine’s PR Agency of the Year 2011 Award. Three of the projects we worked on also won awards for the following clients: AXIS (Silver award) for its Menang Bareng Campaign under the Marketing PR category;  the US Embassy in Jakarta (Silver Award) for berbagi Indonesia, a campaign to welcome President Obama; and, perhaps ironically, the embattled Mandala Airlines (Gold Award) for its Issues Management as it sought to restructure the airline.

Then, a couple of weeks after that MIX gave Maverick another award, the strangely titled Most Value for Money Award in yet another award giving ceremony. We’ve still to figure out what the award means but in the meantime its nice to feel awarded.

Now we are told that two of the campaigns we worked on have been shortlisted as finalists in the Holmes Report’s Asia-Pacific SABRE Nominations.  They are with Mandala Airlines in How to Survive a Crisis in the Crisis/Issues Management Category and with the US Embassy in the Berbagi Indonesia: A Campaign to Welcome President Obama in Indonesia in the  Public Sector/Government Category.

The winners, said the Holmes Report,  will be announced at the first annual Asia-Pacific SABRE Awards competition, which will be held in September “at a venue and date to be announced later this week.”

via Maverick Indonesia | Being named finalist in the SABRE Asia-Pacific Nominations | Maverick Indonesia.

Spiritual Museum 3.0: Stroke of genius or marketing spin?

Herman Kartajaya has managed to position himself as a marketing guru to Indonesia and an international audience, although Unspun, probably because of low intellectual capacity has never really understood what he’s on about. Now, swimming into the blue ocean of a 3.0 world while the rest of us are stuck in 2.0 Hermawan aims to curate corporeal marketing.

Stroke of marketing genius or chutzpah-meets-snake-oil-salesmanship?

 

Spiritual Museum 3.0 Now Present in Ubud

Ubud is really a beautiful destination for tourists. Moreover, the destination showing intense nuance of Balinese culture has now been enriched with a museum of Spiritual Marketing 3.0.

“Existence of this museum will certainly make Ubud more interesting and unique. Likewise, Ubud will also be better known due to the Museum of Marketing 3.0 initiated by Hermawan Kartajaya, a top marketing expert of this country,” said senior figure of Ubud Royal Palace doubling as the Regent of Gianyar Cok Oka Ardhana Sukawati on the sidelines of the inauguration of the museum on Friday (May 27).

Cok Ace as he familiarly greeted said the construction of the museum was solely intended to strengthen Ubud as a tourist destination. The book entitled Marketing 3.0: From Products to Customers to Human Spirit written by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan was recently published by John Wiley & Sons in May 2010. The book described how the marketing moved beyond the mind and hearts of consumers and got into the human soul.

Hermawan accompanied by senior figure of Ubud Royal Palace, stated that marketing often had a bad connotation in relation to product promotion activities having the ultimate goal to generate profits. To improve the image, the book has contained comprehensive description on spiritual marketing and sympathetic business. The iconic title ‘3.0’ indicated that marketing activities should move beyond the era of rational (1.0) and emotional (2.0) into the era of spiritual marketing (3.0).

Read more at Bali Travel News