HERMAWAN KARTAJAYA: AN ENTREPRENEUR

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Chapter 1 in MarkPlus Inc:Winning the Future — Marketing and Entrepreneurship in Harmony, 2021, pp 3-20 from World Scientific Publishing Co. Pte. Ltd.

Abstract: May 1, 1990, was a historic day for a man named Hermawan Kartajaya. A man whose name is now widely known and well respected nationally and globally as the Father of Indonesian marketing. This was the day that he started a company called MarkPlus, and this also marked his first day as an entrepreneur. Prior to that, he was holding a prestigious position as a distribution director of one of the biggest cigarette company in Indonesia, PT HM Sampoerna.

Keywords: Marketing; Entrepreneurship; Purpose; Passion; Sustainable Success; Competitiveness; Creativity; Segmentation; Targeting; Positioning; Differentiation; Marketing Mix; Product Price; Place; Promotion; Brand; Service; Process; Communitisation; Confirmation; Clarification; Codification; DNA; Co-Creation; Conversation; Communal Activation; Currency; Commercialisation; Character; Care; Collaboration; Product-centric; Market-centric; Human-Centric; Human-to-Human Interaction; Machine-to-Machine Interface; Youth; Women; Netizens (search for similar items in EconPapers)
JEL-codes: L26 M3 M31 (search for similar items in EconPapers)
Date: 2021
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