MARKETING FORUM

Kartajaya suggests Africa’s marketing potential could be topic for new books

By our African Marketing Confederation News Team | 2024

Marketing author and Philip Kotler collaborator could co-author new books focusing on Africa’s potential, with AMC as a project partner.

Such is the potential for marketing innovation in Africa, that Hermawan Kartajaya, long-time collaborator with Philip Kotler on many books and projects, believes that the next books he co-authors could be about the continent. He has also suggested that the African Marketing Confederation should be a project partner.

Photo: African Marketing Confederation

Speaking at the opening day of the AMC Marketing Forum in Mombasa, Kenya, Kartajaya said he hoped the first of these books could be published as early as next year.

 

He has made his name focusing on the marketing and business opportunities in Asia, but sees the potential of Africa as the next emerging market frontier.

 

Picking up on a comment by Dr Mohamad Hery Saripudin, Indonesia’s Ambassador to Kenya, during the conference that Africa is a “beautiful girl”, Kartajaya said he would go a step further and categorise the continent as a “sexy girl” in terms of its potential.

Giving advice to African marketers on their strategies, he stressed that you don’t need to be the best brand – providing you’re different. “Be different, just be different,” he emphasised.

 

Discussing his latest book collaboration, published in August 2024 and titled ‘Reimagining Operational Excellence’, Kartajaya discussed the CI-EL (Creativity, Innovation – Entrepreneurship, Leadership) vs PI-PM (Productivity, Improvement – Professionalism, Management) model that features in the book.

 

CI-EL embraces Marketing and Humanity, while PI-PM embraces Technology and Finance. In the age of artificial intelligence (AI) marketers need to excel in CI-EL, while allowing PI-PM to be enhanced by AI.

 

He emphasised that human marketers could use AI to be better, but “humans must make decisions – AI only helps”.

 

The forum continues. Visit the African Marketing Confederation website and social media pages for AMC Marketing Forum updates from Mombasa.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.