2002 Berry-American Marketing Association Book Prize for Best Book in Marketing: Counterintuitive Marketing Among Top Five Books in Marketing

November 11, 2002 (Newton, MA)—The American Marketing Association Foundation (AMAF) today named Counterintuitive Marketing: Achieve Great Results Using Uncommon Sensewritten by Copernicus founders Kevin J. Clancy and Peter C. Krieg a finalist for the the 2002 Berry-American Marketing Association (AMA) Book Prize for the best book in marketing. Established this year by noted author and distinguished professor Leonard L. Berry, the Berry-AMA Book Prize recognizes top marketing work that presents innovative ideas and greatly impacted the practice of marketing and related fields. The AMAF named Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy by Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon, as the winner of the 2002 Berry-AMA Book Prize, and four finalists including Counterintuitive Marketing as runners up.

"The Berry-AMA Book Prize was established to give visibility and recognition to outstanding books in the field of marketing. A good book can have such a powerful influence on the development of our profession. I just felt we needed a tangible way to convey the valuable role of books in marketing," explained Berry, who compares the prize's prestige and notoriety to that of a National Book Award. Berry is currently Distinguished Professor of Marketing and M.B. Zale Chair in retailing and Marketing Leadership in the Lowry Mays College of Business at Texas A&M University.

Said Kevin Clancy, chairman and CEO of Copernicus, about the honor: "We're honored to be selected as a finalist. We're very proud of the work we did on Counterintuitive Marketing and the impact it has had on companies looking to improve marketing programs. We hope the prize encourages more marketers to seek out the important and practical knowledge found in books that can help them grow their businesses." He also congratulated Rust and his colleagues on winning the 2002 Prize. Copernicus maintains an ongoing relationship with all of the authors of Customer Equity, using the framework outlined in the book as the foundation for its Copernican Strategic Decision Simulator™ service.

The other runners-up were Loyalty Rules! How Leaders Build Lasting Relationships in the Digital Age by Frederick F. Reichheld; The Experience Economy by B. Joseph Pine II and James H. Gilmore; and Will & Vision: How Latecomers Grow to Dominate Markets by Gerard Tellis and Peter N. Golder.

Selection Process

The Berry-AMA Book Prize selection process has two phases. First, a six-member screening panel selects the finalists. The members of this year's screening panel included Jack Covert (800CEOREAD), George Day (Wharton School, University of Pennsylvania); Erik Gordon (Warrington College of Business, University of Florida); Jack Hollfeder (AMA Group Publisher); Phil Kotler (Kellogg School of Management, Northwestern University); and Sybil F. Stershic (Quality Service Marketing).

Next, a panel of current and past members of the executive board of the Marketing Science Institute (MSI), a not-for-profit institute that acts as a bridge between business and academia, served as the Prize's selection committee and chose the winner from among the five finalists. Members of the selection committee included Steve Haekel (Adaptive Business Designs); MSI Executive Director Don Lehmann (Columbia University); Dave Reibstein (Wharton School, University of Pennsylvania); Paul Root (Knight Ridder Center, Florida International University); and Gordon Wyner (Millward Brown).

Exceptional marketing books that have set the standard for excellence and that were published within the previous three years (copyright 1999, 2000 or 2001 for the 2002 Prize) were eligible for consideration to receive the 2002 Berry-AMA Book Prize.

All five books will be available for purchase at www.marketingpower.com/amabookstore.

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