Marketing Like Never Before
Since its earliest days, the American Marketing Association has been fueled by bold thinking and emerging ideas. When a small group of academics and marketing research leaders came together in 1937 to create this organization, there was no road map, no model — they relied on their vision.
This vision has grown into a network of more than 30,000 members worldwide. From global companies to small businesses, AMA members are continually pushing the boundaries and moving marketing forward. Members count on AMA as a go-to resource and in turn, the AMA tailors its programs and services to members' specific needs.
With the help of our large and committed volunteer network, we meet members where they are — in our chapters, online and across the globe. And we are continually on the lookout for fresh ways to provide value and advance the field.
Together with our members, we remain on the leading edge, advancing marketing like never before.
From Research to Relationship
Market research has probably
changed more in the past decade
than it did in the 65 years preceding
it. The emergence of social media and
other technologies has opened up unprecedented
avenues for learning, co-creation
and insight generation. And along the way, a
growing number of market research practitioners
have come to realize that the future
lies in expanding—if not upending—the
traditional view of market research as a cool,
remote, scientifi c discipline and, instead,
recognizing that commercial growth and
breakthroughs will be driven by ongoing
dialogue and collaboration between companies
and their customers.
Despite the tradition, most textbooks, industry jargon and government accounting that proclaim that "goods and services" are distinct categories of products are wrong. Similarly, markets do not exist, a priori, to be entered and shared. Rather, they merely represent the transitory point of exchange between buyers and sellers—and "producers" do not create value, nor are "consumers" just destroyers of value.
More on AMA's 75th Anniversary
AMA Celebrates 75 Years
Logging 75 years of leadership and service to the marketing industry is a noteworthy achievement, especially in light of the ever-evolving nature of marketing and marketing research. AMA Chief Executive Officer Dennis Dunlap takes a look back as the AMA celebrates its 75th anniversary this year. Read More
The Advent of the Computer
In this look back at the development of the computer and how it has transformed our lives, Gian Fulgoni, executive chairman and co-founder of comScore Inc., addresses how the computer has impacted the marketing and marketing research disciplines over the past few decades. Read More.
In this exclusive column, Trout distills some of his insights down to demonstrate positioning's continued importance to the marketing discipline.
The Evolution of Advertising
The world of advertising has undergone several paradigm-shifting alterations over the past decades: the availability and utilization of media, theories of how advertising works, and the "balance of power" between advertisers and consumers. The decades-long pervasiveness of TV's role in marketing and advertising is one of the few constants, however.
AMA Memory Book