The University of Texas at Austin
  • Marketing prof. gets book award

    By Tara Chandler
    Published: Oct. 18, 2007

    Marketing Professor Vijay Mahajan 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,” 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. The annual Berry-AMA Book Prize recognizes books whose innovative ideas have had significant impact on marketing and related fields.

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