Berry Book Prize


The 2022 Leonard L. Berry Marketing Book Prize Winner is Getting Price Right: The Behavioral Economics of Profitable Pricing by Gerard Smith


Author: Julie Schnidman

The American Marketing Association Foundation Announces the

2022 Leonard L. Berry Marketing Book Prize Winner

The AMAF announces “Getting Price Right: The Behavioral Economics of Profitable Pricing” by Gerald Smith as the recipient of the 2022 Berry-AMA Book Prize for the best book in Marketing.

Combining perceptive insights from behavioral economics with leading-edge ideas on price management, this book offers a new approach to pricing. Gerald Smith demonstrates why understanding, reframing, and refining everyday pricing processes―a firm’s or manager’s pricing orientation―results in a better long-term pricing strategy. He explores how pricing actually happens in practice and shows how to identify and remove the psychological blinders that cause suboptimal decisions and policies. Smith details how to improve pricing orientation by combining the soft behavioral skills that intuitively shape and refine pricing practice with the hard analytic skills that guide and structure pricing strategy. The result is more rational and more profitable pricing―with respect to not only revenue and profitability but also employee productivity and customer satisfaction.  Offering an accessible and actionable model, Getting Price Right is the first book to apply behavioral economics to managerial price setting.

The AMAF would also like to recognize the following 2022 Berry Book award finalists:

  1. Catalyst: How to Change Anyone’s Mind by Jonah Berger
  2. The Global Rule of Three: Competing with Conscious Strategy by Jagdish Sheth, Can Uslay, and Raj Sisodia.

The annual Berry-AMA Book Prize recognizes books whose innovative ideas have had significant impact on marketing and related fields. Exceptional marketing books that have set the standard for excellence and that were published within the previous three years (copyright 2019, 2020 or 2021) were eligible for consideration to receive the 2022 Berry-AMA Book Prize.

For additional information about the Leonard L. Berry Marketing Book, please visit