AUSTIN, Texas—Vijay Mahajan, a marketing professor at The University of Texas at Austin, has received the 2007 Berry-AMA Book Prize for the Best Book in Marketing from the American Marketing Association Foundation (AMAF).
The book, “The 86% Solution: How To Succeed In the Biggest Market Opportunity of the 21st Century” (Wharton School Publishing), explains that the developing world now holds the greatest market potential for global companies. The book presents techniques and strategies necessary to win in this market, including creative ways to drive business using local infrastructure and local customs.
“It’s an honor to receive such a competitive award,” said Mahajan, the John P. Harbin Centennial Chair in Business at McCombs School of Business, who receive the prize with his co-author Kamini Banga. “It reflects the growing interest in serving the unique needs of consumers in the developing countries.”
The annual Berry-AMA Book Prize recognizes books whose innovative ideas have had significant impact on marketing and related fields. The prize is one of the AMAF’s programs designed to champion and support excellence in marketing. Exceptional marketing books that have set the standard for excellence and that were published within the previous three years (copyright 2004, 2005 or 2006) were eligible for consideration to receive the 2007 Berry-AMA Book Prize.
For more information contact: Rob Meyer, McCombs School of Business, 512-471-6746.
