The Georg Bergler Prize for Marketing which is endowed with 20,000 €, was awarded in Nuremberg on March 2, 2011. The prize which was awarded for the third time, went to Prof. Dr. Dres. h.c. Hermann Simon, Chairman of Simon-Kucher & Partners and Prof. Dr. Martin Fassnacht, Holder of the Chair of Marketing and Commerce at the WHU – Otto Beisheim School of Management for their book "Pre-ismanagement" (Price Management).
The price is awarded every two years by the absatzwirtschaft – Zeitschrift für Mar-keting, the Deutsche Marketing-Verband and the GfK Verein e.V. and honors the work of authors in the field of market-oriented corporate management, which describe scientific findings in a particularly clear, practical and pathbreaking way.
According to the jury, the book by Simon and Fassnacht is one of the most comprehensive books on the subject of price. The first edition of the book was published in 1982 under the sole authorship of Hermann Simon, and even then filled a large gap between theory and practice in this area. With the co-author Fassnacht, a complete revision of this classic was conducted in the award-winning third edition. Designed as a textbook for students, researchers and managers, the third edition follows a consistent process orientation of price management from strategy over analysis and decision to implementation.
The Georg-Bergler-Prize supports basic research in marketing and wants to make a contribution to the scientific research in this specific field. With 20,000 € it is the most highly endowed award for market management-oriented books in Europe.
In 1936, Prof. Dr. Georg Bergler (1900 - 1972) was appointed to the Executive Board of the first market research company, GfK, founded in 1934. After the war he sustainably reconstructed the GfK and since 1955 he decisively developed the company as CEO in postwar Germany. In addition, Georg Bergler was Associate Dean of the Hochschule für Wirtschafts- und Sozialwissenschaften in Nuremberg from 1946-1949 and between 1958 and 1960.