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美国市场营销协会(American Marketing Association/AMA)



  1915年美国全国广告协会成立;1926 年,美国广告协会改组为市场营销学和广告学教师协会; 1931年成立了由经济学家企业家参加的专门讲授和研究市场营销学组织——美国市场营销社。1937年,上述两个组织合并为美国市场营销协会(American Marketing Association/AMA)。如今,该协会已发展成为世界上规模最大的市场营销协会之一,拥有30,000多名会员,他们在世界各地从事着市场营销方面的工作、以及营销领域的教学与研究。















About the American Marketing Association

  The American Marketing Association (AMA) is the largest marketing association in North America. It is a professional association for individuals and organizations involved in the practice, teaching and study of marketing worldwide. It is also the source that marketers turn to every day for information/resources, education/training and professional networking. AMA members are connected to a network of experienced marketers nearly 40,000 strong and include leading marketing academics, researchers and practitioners from every industry.

  AMA offers highly acclaimed seminars, workshops and Hot Topic events focused on the immediate needs of marketers, as well as trends shaping the future. AMA’s website, MarketingPower.com, is the everyday connection to marketing data, articles, case studies, best practices and a robust job bank. The AMA also is the source for the field’s top magazines and journals, including Marketing News. AMA professional and collegiate chapters and special interest groups keep members in touch with the best people and the best practices.

AMA magazines

  Marketing Management

  **Designed to serve busy executives, Marketing Management focuses on strategic marketing issues that marketing managers face every day. Our pages are packed with expert insights from today’s thought leaders as well as case studies and interviews with marketing executives. Published six times a year, Marketing Management sheds light on hot topics—like brand management, CRM, marketing technology, global marketing, B-to-B, services marketing and digital marketing—to help managers keep pace with this rapidly changing field.

  Marketing Research

  Marketing Research is tailored specifically to managers of marketing research activities. Researchers and managers count on this quarterly resource to help stay on top of current methodologies and issues, management concerns and the latest books and software. Inside you’ll find in-depth analysis of research applications and heated debates that challenge conventional ideas about the state of marketing research today—and tomorrow.

  Marketing Health Services

  Marketing professionals looking for new ways to market their healthcare organization need look no further. Marketing Health Services, a quarterly magazine specifically aimed at senior-level healthcare marketers and managers, offers targeted information, practical strategies and thought-provoking commentary to help achieve your goals and shape your vision.

  Marketing Health Services tackles some of the biggest issues facing healthcare marketers today, including e-health, DTC marketing, legislative developments, healthcare ROI, and database marketing. Regular features include revealing case studies as well as roundtables with the leading thinkers in this constantly changing field.

History of the American Marketing Association

  The roots of the American Marketing Association can be traced to the early 1900’s when the National Association of Teachers of Advertisers and American Marketing Society, comprised of marketers and marketing researchers, merged to bring together all marketers, across all specialties to collaborate and inspire one another.

  Read more about the history of AMA below:

  • 1915 - National Association of Teachers of Advertising (NATA) founded from the annual convention of the Association of Advertising Clubs of the World in Chicago (June)
  • 1931 - American Marketing Society (AMS), comprised of marketing and marketing research practitioners, forms in New York
  • 1933 - NATA becomes the National Association of Marketing Teachers (NAMT)
  • 1936 - NAMT and the AMS work together to publish the first issue of Journal of Marketing
  • 1937 - American Marketing Association (AMA) created from the merger of NAMT and AMS
  • 1938 - Census Bureau asks AMA to participate in unifying the marketing definitions used in all government agencies
  • 1940 - AMA has 817 members and 11 chapters
  • 1942 - First AMA national member roster published
  • 1945 - AMA membership grows to 1,557 members
  • 1946 - Four-page Monthly News Bulletin published, predecessor of Marketing News
  • 1947 - AMA welcomes Toronto as the 21st chapter; AMA's First Lady, Marguerite (Julian) Kent, is hired as first staff member; membership is 2,760
  • 1948 - University of Illinois becomes first collegiate chapter; within months, 22 collegiate chapters are established
  • 1949 - AMA leases its first office space and hires more staff
  • 1950 - Membership tops 3,800
  • 1956 - First president-elect; beginning of the elect-status system; AMA membership records are put on punch cards
  • 1958 - AMA division councils formed
  • 1959 - Membership surpasses 7,000
  • 1964 - First issue of Journal of Marketing Research
  • 1966 - First conference on Attitude Research; first AMA Doctoral Consortium; membership is at 12,250
  • 1967 - First issue of Marketing News published which replaces Monthly News Bulletin
  • 1970 - First Agribusiness Marketing Research Conference; first leadership conference; there are 18,380 members - 63 professional chapters and 190 collegiate chapters
  • 1972 - New AMA flame of marketing knowledge logo adopted
  • 1975 - First international study tour
  • 1976 - Library/information center formalized including a budget
  • 1979 - First Collegiate Marketing Conference; first in-house computer system; membership grows to 21,181
  • 1981 - AMA launches Alpha Mu Alpha, a student honorary marketing society; first faculty consortium held; membership almost doubles to 43,000; there are 82 professional chapters and 368 collegiate chapters
  • 1985 - Global Marketing Division formed
  • 1986 - Marketing in the Year 2000 study undertaken; AMA purchases Journal of Health Care Marketing
  • 1989 - AMA launches its first magazine, Marketing Research
  • 1990 - AMA purchases Journal of Public Policy & Marketing
  • 1991 - Central and Eastern European Business Library Project initiated, providing up-to-date books to business libraries in countries with a shortage of material explaining free-market business theories and practices
  • 1992 - AMA Foundation organized; AMA launches Marketing Management magazine
  • 1994 - AMA goes online with its own Web site, ama.org
  • 1995 - Marketing Management Division created, consolidating the following divisions: Services Marketing, Consumer Marketing, Global Marketing and Business Marketing
  • 1996 - AMA hosts first global marketing leadership conference, with 19 countries represented, at which the World Marketing Association (WMA) is officially formed
  • 1997 - Madhuri and Jagdish N. Sheth Foundation endows AMA Doctoral Consortium with a donation of $600,000 to the AMA Foundation to support the advancement of the marketing discipline; renamed AMA-Sheth Foundation Doctoral Consortium; AMA acquires Journal of International Marketing; AMA assists in the formation of the Latin American Marketing Federation; contested elections are part of a more strategically focused Board of Directors
  • 1998 - AMA participates in the development of the WMA. AMA launches a Global Electronic Membership which allows members all over the world to access online benefits from the association
  • 1999 - AMA Web site is redesigned and the members-only section is launched. The online JobBank becomes a growing career resource for marketers nationwide. Marketing News is redesigned with content focused on technology and global issues. A redesign of Marketing Management is also successfully completed
  • 2000 - Adoption of new AMA mission and vision statements; several new professional development events are launched, including Marketing Bootcamp; online Special Interest Groups (SIGs) for practitioners are launched and enhanced; Marketing Research magazine is redesigned; AMA Foundation assets exceed $1 million
  • 2001 - AMA launches several significant new initiatives: MarketingPower.com, marketing portal that replaces AMA Web site and provides AMA members and marketing community with comprehensive information and resources; Professional Certified Marketer (PCM), a professional certification program for marketers; corporate sponsorship program; Constitution and Bylaws are updated and approved; AMA Foundation assets exceed $1.5 million. Marketing News receives two journalistic excellence awards
  • 2002 - Launch of new brand positioning and marcom materials including first brand brochure; AMA introduces several new professional development events including first-ever non-profit conference; Marketing Health Services redesign is completed
  • 2004 - AMA announces the new Definition of Marketing reflecting a focus on delivering value to customers and customer relationships; re-launched a code of ethics; Outstanding Chapter Volunteer Leader of the Year Award is developed to recognize someone who has been a member for a minimum of 5 years and has contributed to the local chapter and the AMA overall; All 4 AMA journals went online, providing free online versions with print from year 2000 onward
  • 2005 - After 2 years of research and development, Board-in-a-Box? kit launched for AMA chapters, giving each the tools needed to create and manage a successful executive board; Inaugural year for the Marketing and Sales Effectiveness Conference, held annually at Rollins College
  • 2006 - The first Mplanet? Event is held in Orlando, Florida. The one-of-a-kind marketing conference was the largest AMA event ever planned and was THE place to explore, engage, discover and energize
  • 2007 Milestones
    • Marketing News undergoes a redesign - receiving a modern look and feel as well as a new content structure
    • AMA announces Journal of Marketing and Journal of Marketing Research will increase from 4 to 6 issues in 2008
    • AMA announces Mplanet? event to be held January 26-29, 2009 at the Rosen Shingle Creek Hotel in Orlando, Florida
  • 2008 Milestones
    • AMA and AMA Foundation launch the Nonprofit Marketer of the Year award
    • AMA relaunches marketingpower.com, creating a more robust content and resource tool for marketers










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