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Published: 05 Jun 2017

Jakarta, Indonesia—Rector of President University, Dr. Jony Oktavian Haryanto launched his new book titled “Beyond Marketing: Growth and Sustainability” that took place in Cozyfield Café, Pondok Indah Mall, South Jakarta (1/6). Attended the event, Prof. Rhenald Kasali, lecturer (Guru Besar) of Faculty of Economics and Head of the Graduate Management Study Program, Universitas Indonesia and Dr. Chandra Setiawan, Advisor to Rector of President University.

This book elaborates the transactional approach that has been used for a long time in the marketing strategy is no longer relevant. Nowadays, due to the rapid change in technology that has reached almost every aspect of life, the old marketing strategy is no longer guarantee the success of a business.

Through this book, Jony offers new marketing approach named relational marketing, with four key strategy: Network, Interaction, Common Interest, and Experience (NICE). Definition and implementation of this strategy is written clearly in this book, and not only theory, this book also provide various implementation of relational marketing done by Indonesian companies.

According to Jony, this book is the result of investigation of secondary data and interviews with the related figures that already mentioned in the book, to get their experience on developing their companies, ranging from Bank Mandiri, Garuda Indonesia, to ISS, and so on.

“I hope this book could add new knowledge for academicians and marketer that the marketing that we currently know need to be improved, because there are a lot of its study cases are outdated, and there are a lot of changes in business model. Thus, this book brings enrichment to the current marketing so that we can be a bigger and a greater nation”, said Jony.