September 22, 2003
Mahajan's Work Nominated For Best Marketing Book Prize
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The American Marketing Association (AMA) has named McCombs marketing professor and
dean of the Indian School of Business Vijay Mahajan a finalist for the 2003
Berry-AMA Book Prize annually recognizing the best book in marketing.
Convergence Marketing: Strategies for Reaching the New Hybrid Customer
was one of five finalists for the 2003 award. Mahajan co-authored the book with
his longtime collaborator Yoram (Jerry) Wind of the Wharton School.
The AMA will announce the winner of the 2003 Berry Prize on Tuesday, Sept. 29.
Launched in 2002, the prize recognizes innovative ideas and research impact on
marketing and related fields. The inaugural award went to Driving
Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy by
Roland T. Rust (Maryland-Smith), Valarie A. Zeithaml (UNC-Kenan-Flagler) and
Katherine N. Lemon (Boston College).
Mahajan's text explores the prevalence of "hybrid
consumers" in the information age -- people who select products through an eclectic mix of digital and
traditional means. To characterize these consumers, Mahajan and Wind developed a
metaphor of the consumer as centaur, "half human and half horse — running with
the rapid feet of new technology, yet carrying the same ancient and
unpredictable human heart," wrote Wind. "This consumer is a combination of
traditional and cyber, rational and emotional, wired and physical. This consumer
is not either/or, but both."
Phil Kotler, professor of marketing at Kellogg, praised Convergence Marketing
for offering "the best guidance I have seen for navigating your company to meet
the needs of today's hybrid consumers." Mikko Kosonen, CIO and Chief Strategist
for Nokia, said that the book "shows how to transform your marketing and
business strategies, approaches, structures, and processes -- turning
technology-enabled opportunities into real profits."
Through the auspices of publisher Prentice Hall, readers can view a free sample chapter of
the book on the McCombs Web site. The complete book is available via
Amazon.com.
In addition to Convergence Marketing, the AMA named four other Berry finalists for 2003:
- Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense (Free Press), by Kevin J. Clancy and Peter C. Krieg
- Loyalty Rules! How Leaders Build Lasting Relationships in the Digital Age (Harvard Business School Press), by Frederick F. Reichheld
- The Myth of Excellence: Why Great Companies Never Try to Be the Best at Everything (Crown Business), by Fred Crawford and Ryan Matthews
- Will & Vision: How Latecomers Grow to Dominate Markets (McGraw-Hill College Division), by Gerard J. Tellis, Peter N. Golder, and Clayton M. Christensen
A panel of the current and past members of the executive board of the Marketing
Science Institute (MSI) will choose the winning book, which will be announced
September 29, 2003, in Marketing News, on the
AMA's Web site
and in notices to the press.
For additional information about the Berry-AMA Book Prize, which includes a cash
award and recognition from the American Marketing Association, please visit the
AMA Foundation's
Web site.
For information on specific programs at the McCombs School, consult our contacts page. For media information, contact the Communications Director by phone at 512-471-3314 or by email at CommunicationsDirector@mccombs.utexas.edu.
