AMA Announces 2015 Best Book in Marketing
Sure, consumers’ paths to purchase now are far from linear, but the path to brand loyalty these days doesn’t have to be as long and meandering as you might think.
In his book Brand Premium, winner of the 2015 Berry-AMA Book Prize for the best book in marketing, Nigel Hollis describes a straightforward path from creating a meaningful brand to instilling brand loyalty and unlocking a company’s financial growth potential. Through data analysis, case studies of world-renowned brands, and interviews with some of the world’s leading marketers, the book offers actionable insights for how readers can amplify their own brands across all brand touch points: findability, credibility, vitality, affordability and extendibility.
The annual award recognizes books whose innovative ideas have had significant impact on marketing and related fields. The Berry Book Prize is one of the American Marketing Association Foundation’s programs designed to acknowledge academic and practitioner marketing excellence, and is named in honor of Leonard L. Berry, a distinguished professor of marketing at Texas A&M University, and his wife Nancy F. Berry. Marketing books that have set the standard for excellence and that were published within the previous three years (2012-2014) were eligible for consideration for the 2015 award.
The 2015 Berry-AMA Book Prize winner and finalists were selected by a five-member judging panel led by Rajan Varadarajan, the Ford Chair in Marketing and E-Commerce at the Mays Business School at Texas A&M University, who’s currently serving as the AMA’s vice president of publications. Other team members included William Cron of Texas Christian University, Michael Krauss of Market Strategy Group, Gordon Wyner of Millward Brown, and Valarie Zeithaml of the University of North Carolina, who also is chairperson-elect for the 2015-2016 AMA board of directors.
“Brand Premium is an important book because it builds on our knowledge of branding and reinforces the marketer’s prime directive: to add value to customers and to our company’s bottom line,” Krauss says.
The two semifinalists for the 2015 Berry Book Prize award were Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information by Itamar Simonson and Emanual Rosen, and The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits by Russell Glass and Sean Callahan.