In their book, Day and Moorman challenge companies to shift from an internal focus that views the world from inside-out. They demonstrate that companies that adopt an outside-in view focused on customer value have grown revenue, profit, and shareholder value through both boom-and-bust business cycles.
George Day is the Geoffrey T. Boisi Professor and codirector of the Mack Center for Technological Innovation at The Wharton School, University of Pennsylvania. He served as MSI’s Executive Director from 1989-91. Christine Moorman is the T. Austin Finch, Sr. Professor and founder and director of The CMO Survey at the Fuqua School of Business, Duke University. She was an MSI Academic Trustee from 2003-09.
Established in 2002, the Berry-AMA Book Prize recognizes books whose innovative ideas have had significant impact on marketing and related fields. It is named in honor of Leonard L. Berry, Texas A&M University, and his wife Nancy F. Berry, and is sponsored by the American Marketing Association Foundation.
Also receiving the 2011 prize was Mark Jeffery for Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know (Wiley).