Chicago, IL
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2010-10-30
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The
American Marketing Association Foundation (AMAF) announces The Distribution Trap: Keeping Your Innovations from Becoming
Commodities (Praeger) as the recipient of the 2010 Berry-AMA Book Prize for
the best book in marketing. The Distribution Trap, by Andrew R. Thomas, Ph.D. and Timothy J.
Wilkinson, Ph.D. explains that it is time for U.S. companies to wake up to the
destructive mass-marketing theories that have cut their profits, diminished
their reputations, and sent American jobs overseas. Current marketing and distribution notions,
the authors contend, have wrongly convinced thousands of U.S. innovators that the sale and
distribution of their products and services is better left in the hands of
outside forces. By catering to the mass market, innovators are allowing
mega-distributors to dilute the value of their products and services, imposing
costs and changes in strategic direction and operational control. The first section of the book explains the
distribution trap, detailing how it hurts companies by forcing them to reduce
costs, often by chasing cheap labor overseas. The second section details how to
avoid the trap, it’s a lesson U.S.
companies ignore at their own peril. Thomas
is assistant professor of international business and associate director of The
Taylor Institute for Direct Marketing at The University of Akron, Akron, OH. He is a New
York Times bestselling writer who has authored, coauthored, or edited 15
books. Wilkinson is associate professor
of marketing at Montana State University Billings, Billings, MT. His work has appeared in MIT Sloan Management Review, the Journal of International Business Studies, and the Wall Street Journal. The following books were named as
finalists for the Berry-AMA Book Prize: Africa Rising: How 900 Million
African Consumers Offer More Than You Think by Vijay Mahajan (Wharton School Publishing), Socialnomics: How Social Media Transforms
the Way We Live and Do Business by Erik Qualman (Wiley), and The Next Evolution of Marketing: Connect with
Your Customers by Marketing with Meaning by Bob Gilbreath. 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, “Though it isn’t a summer
beach novel, The Distribution Trap is
nevertheless a real page-turner.
Building on the premise that cracking the ‘big-box’ channel is not
necessarily the Holy Grail that many marketers assume, the authors make a
strong case that marketers of innovations should control the channel
themselves. By so doing, they may forgo
some volume, but that is more than offset by higher margins and stronger brand
equity. The Distribution Trap offers a fresh perspective on one of the
original decision areas in marketing.” 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 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. Exceptional marketing books that have set the standard for
excellence and that were published within the previous three years (copyright
2007, 2008 or 2009) were eligible for consideration to receive the 2010
Berry-AMA Book Prize. For additional information about the Berry-AMA Book
Prize, please visit www.themarketingfoundation.org/berry_book_prize. About the American
Marketing Association Foundation The American Marketing Association Foundation (AMAF) maximizes marketing for
the betterment of society. This is accomplished by: The
AMAF works in partnerships and other strategic collaborations with the AMA, its
chapters, marketing practitioners and academics, and scores of voluntary and
community organizations. For additional information about the AMAF and its programs or to
make a contribution, please visit www.themarketingfoundation.org. About the American
Marketing Association The
American Marketing Association (AMA) is the professional association for
individuals and organizations who are leading the practice, teaching, and
development of marketing worldwide. Our principal roles are: Through
relevant information, comprehensive education and targeted networking, the AMA
assists marketers in deepening their marketing expertise, elevating their
careers and ultimately, achieving better results. For
more information on the American Marketing Association please visit www.MarketingPower.com. Press Release Courtesy of AMAF Contact: Jason Oleniczak # # #
(312) 542-9041
Media Contact:
Alexis Hammond, 805-968-1911, ahammond@abc-clio.com