The Story

On the occasion of the 78th birthday of Philip Kotler on May 27, 2009, Hermawan Kartajaya suddenly had a crazy idea to open the Museum of Marketing 3.0 in Bali, Indonesia. He brought the idea to Philip Kotler who during breakfast were preparing for his one-day seminar in Hotel Indonesia Kempinski. With them were Tjokorda Gde Raka Sukawati of Puri Saren, Ubud and his staff, Pande Sutawan.
They were three rationales for building the museum that they discussed during the meeting. First, the book Marketing 3.0: From Product to Customer to the Human Spirit which was published by John Wiley has a foreword from the President of the Republic of Indonesia Susilo Bambang Yudhoyono. Secondly, Marketing 3.0 is about spiritual approach to marketing. Ubud is Bali 3.0 since many tourist who visited Ubud end up staying to immerse deeper into the spiritualism of Bali. Finally, it is necessary to have a venue that would record the “good and right marketing” approaches by select marketers and inspire others to follow suit.
The spontaneous idea was welcomed by Philip Kotler who was uneasy due to the poor public perception of marketing. Tjokde—the nickname of Tjokorda Gde Raka Sukawati—supported the idea. A versatile artist, he also has a Master degree in Marketing from Universitas Udayana with spiritual marketing as his final thesis.
On the same day, he shared this idea to the Minister of Culture and Tourism Jero Wacik when Philip Kotler and Hermawan Kartajaya were inaugurated as Special Ambassadors for Indonesia Tourism. Once the minister approved the idea, Tjokde conveyed this idea to his two older brothers Tjokorda Gde Putra Sukawati, Pengelingsir (Senior Priest) of Ubud and Tjokorda Gde Oka Sukawati, Head of the Regent of Gianyar. After lengthy discussion, the Puri Saren family decided to fully supports this unique idea. It was also decided that the Museum of Marketing 3.0 would be located in Puri Lukisan, the oldest museum compound in Bali owned by the Puri Saren Family.
The cornerstone was placed by Irman Gusman, the Chairman of the House of Regional Representative of the Republic of Indonesia in a ceremony on May 30, 2010. Other notable figures attending the ceremony were Kuntoro Mangkusubroto, Head of President’s Delivery Unit for Development Monitoring and Oversight; Sapta Nirwandar, Director General of the Ministry of Culture and Tourism; Sang M. Lee, Chairman of Pan-Pacific Business Association; Al Purwa, the District Governor of Rotary Club; Hooi Den Huan, Tri-Founder of Philip Kotler Center of ASEAN Marketing; Gumilar Rusliwa Somantri, President of Universitas Indonesia; YW Junardy, President of Asia Marketing Federation; and the Puri Saren Family. The ceremony was also witnessed by over 400 overseas guests.
The museum was officially opened by the Minister of Culture and Tourism on May 27, 2011 which coincides with Philip Kotler’s 80th birthday. The land and building for the museum were donated by the Puri Saren Family while the interior and multimedia systems were contributed by various parties. Upon the inauguration today, the Philip Kotler Center for ASEAN Foundation will collaborate with the Puri Saren Family to manage the museum’s operations.