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Bali Opens A Museum of Marketing

Bali Inaugurates a Museum to Honor the Art of Modern Marketing in Ubud.

(5/28/2011) Bali's hillside art community is now home to a museum dedicated to "the art of marketing."

On Friday, May 27, 2011, the Museum of Marketing - extolling  "Marketing 3.0" and the brainchild of two marketing gurus -Hermawan Kertajaya of Indonesia and U.S. marketing luminary Philip Kotler - was opened.

Tempo Interaktif reports the Director General of Marketing for the Ministry of Culture and Tourism, Sapta Nirwandar, officiating at the museum's opening, said, "this museum will have an added value for tourism because those who visit it will desire to properly study marketing." Nirwandar also explained how the new facility in Ubud is in keeping with the Ministry's goal of encouraging other forms of tourism beyond merely the holiday segment.

The Marketing Museum is located in the Museum Puri Lukisan with land and the museum donated by the royal family of the Puri Ubud. On the first floor there is a touch-screen TV showcasing companies that practice "Marketing 3.0", which include Grameen Bank owned by Nobel laureate Muhammad Yunus and Mayo Clinic in the U.S.A.. There is also a theater for the presentation of films on marketing techniques.

Hermawan Kertajaya, speaking at the opening ceremony, revealed that the museum is the embodiment of Philip Kotler's book "Marketing 3.0: From Product to Customers to the Human Spirit." Kertajaya explained, "the companies presented in the museum are the examples cited in the book." He lauded "Marketing 3.0" as a form of marketing that seeks balance between mankind, nature and the Almighty.

"Marketing 1.0"
was only concerned with sales and "Marketing 2.0" while "Marketing 2.0" emphasized consumer satisfaction together with sales.

Ubud was chosen as the location for the museum because, in the eyes of its creators, the Balinese town reflects the techniques championed by "Marketing 3.0". When the Ubud Palace was established in the 1930s by Tjokorda Sukawati he invited foreigners to stay in the village of Ubud. The foreign visitors were encouraged to interact with the local population and its natural environment while studying Balinese traditions, dance and culture. In time, this process led to Ubud's world-wide reputation.

Philip Kotler who came to Bali for the museum's opening said the Ubud Marketing Museum will help attract international CEOs to holiday in the region. Bullish on the project, Kotler said Ubud's problem will not be in determining how to invite the leaders of business to Bali to view the new museum, but, rather, how to handle the great number who are now certain to visit.