The winner of the Marketing Literature Prize 2016 of the Platform Innovation in Marketing (PIM) is the book “
Creating Value with Big Data Analytics” by Professor Peter Verhoef of the Faculty Economics and Business and his co-authors Edwin Kooge and Natasha Walk. In addition, the prize for the best Marketing Text Book 2016 goes to the book “Merkpositionering”, by Dr. Karel Jan Alsem of the Marketing department and his co-author
Erik Kostelijk of the Hanzehogeschool. This was announced on 6 December.
The most important criterion for the PIM Marketing Literature Prize 2016 concerns the extent to which the author succeeded in showing innovating insights into the area of marketing. Chair of PIM and director of the Beeckestijn Business School is Drs Hans Molenaar.
The jury praises the comprehensive book ‘ Creating Value with Big Data Analytics’ because it creates value for both marketeers who not only wish to understand what they can do with Big Data in the daily marketing practice but also for lecturers and students who want to master this important subject. The various subjects are not all innovating, but the fact that everything comes together in a clear integrative model is innovating. Moreover, the book explains very well how Big Data creates value for both the organisation and the client. This last starting point makes the book unique and very valuable.
About “Merkpositionering” the jury says: “A compact yet well-thought out work dealing with many recent academic insights into positioning of brand names. It is a practical and easy to use book that can really help students when analysing and also when re-positioning brand names in the marketing strategy. Innovation of marketing textbooks is often substandard and the prize is not awarded each year, but this year there is an exception”.
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