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For Immediate Release
Lisa Chernick, Executive Director
(312) 542-9073

(CHICAGO, IL, October 15, 2009) — The American Marketing Association Foundation (AMAF) announces Groundswell: Winning in a World Transformed by Social Technologies (Harvard Business Press) as the recipient of the 2009 Berry-AMA Book Prize for the best book in marketing.

Groundswell, by Charlene Li and Josh Bernoff, explains how to turn the force of customers connecting via social technologies, the groundswell, to your own advantage. Through the use of case studies, Li and Bernoff show how leading companies are gaining insights, generating revenue, saving money, and energizing their customers through social technologies such as blogs, YouTube, Facebook, and wikis. Groundswell provides targeted advice with ROI, which makes this book a critical starting point for companies developing a social technology strategy.

Li previously served as a Vice President and Principal Analyst at Forrester Research, a technology and market research company that provides pragmatic advice to global leaders in business and technology. In 2008, she founded the Altimeter Group, a strategy consulting firm that provides a pragmatic approach to emerging technologies to companies. Bernoff is Senior Vice President, Idea Development at Forrester Research and is responsible for identifying, developing, and promoting some of the company's most influential and forward-looking ideas.

The following books were named as finalists for the Berry-AMA Book Prize: Firms of Endearment: How World-Class Companies Profit from Passion and Purpose by Rajendra S. Sisodia, David B. Wolfe, and Jagdish N. Sheth (Wharton School Publishing), and Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely (HarperCollins Publishers).

The selection of the Berry-AMA Book Prize winner and finalists included a five member team of marketing experts led by Richard Lutz, J. C. Penney Professor of Marketing (University of Florida). The judging panel also included Francesca Cooley (American Marketing Association), Erik Gordon (University of Michigan), Gordon Wyner (Millward Brown Inc.), and Valarie Zeithaml (University of North Carolina). According to Lutz, “Groundswell hit a real ‘sweet spot’ with the selection committee. Not only does it deal with crucial, cutting edge set issues of importance to both large and small firms, but it does so in very pragmatic fashion. Li and Bernoff present a very well-integrated framework for dealing with the array of decisions that must be made, and they provide vivid and compelling examples of the various ‘new media’ at work.”

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 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. Exceptional marketing books that have set the standard for excellence and that were published within the previous three years (copyright 2006, 2007 or 2008) were eligible for consideration to receive the 2009 Berry-AMA Book Prize. For additional information about the Berry-AMA Book Prize, please visit Berry-AMA Book Prize.