美國市場營銷協會

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美國市場營銷協會(American Marketing Association/AMA)

目錄

美國市場營銷協會簡介

  1915年美國全國廣告協會成立;1926 年,美國廣告協會改組為市場營銷學和廣告學教師協會; 1931年成立了由經濟學家企業家參加的專門講授和研究市場營銷學組織——美國市場營銷社。1937年,上述兩個組織合併為美國市場營銷協會(American Marketing Association/AMA)。如今,該協會已發展成為世界上規模最大的市場營銷協會之一,擁有30,000多名會員,他們在世界各地從事著市場營銷方面的工作、以及營銷領域的教學與研究。

  作為面向營銷人的領先機構,美國市場營銷協會被視為市場營銷從業者和學術研究人員的可信賴的主要資源平臺。提供最值得信賴的市場營銷資源,幫助會員瞭解市場營銷領域的相關知識、培訓以及各種實用工具,獲得裨益終身的經驗、有價值的市場信息和業務聯繫。

  捕捉最新市場營銷動態,發佈最新市場營銷研究成果是協會的宗旨,協會陸續出版了《營銷學雜誌》、《營銷研究雜誌》以及一份每月兩期的新聞快報,幫助營銷人員掌握最新的營銷學知識。

  協會主要是為營銷人員提供一個開放、自由的平臺,為他們提供最新、最全的市場營銷信息、知識等,幫助他們解決實際中遇到的問題;協會還會不定期舉辦營銷人員培訓,教授營銷人員關於市場營銷的專業知識、基本技能等;協會還為營銷職業樹立道德規範標準,得到美國企業界的普遍認可。

  美國市場營銷協會在美國營銷界占有舉足輕重的地位,無論是營銷思想的革新、或是營銷人員的培訓方面,它都走在營銷學界或業界的前列。而協會為營銷行業所樹立的道德規範,更是成為美國營銷從業人員約定俗成的行業行為準則。

美國市場營銷協會中國辦公室

  美國市場營銷協會中國辦公室於2013年成立,這是其第一家海外辦事處。通過網站、電子通訊、雜誌期刊、培訓活動等渠道,為中國的市場營銷從業者帶來全球範圍內的最新營銷資訊、大師級的專家視角、專業機構的市場研究報告等高質量內容,幫助他們提升職業技能;立足中國,匯聚來自企業和商學院的各路營銷精英、學者教授,共同搭建一個屬於中國營銷人的生態圈,在推動營銷發展的同時,也為企業、為社會創造更大價值。

美國市場營銷協會的使命

  美國市場營銷協會是一家為在全球市場營銷領域引領實踐、教學和開發工作的個人和機構提供服務的專業協會。

美國市場營銷協會的職責

  連接:分享知識,建立聯繫

  溝通:提供資源、教育、以及職業發展機會

  促進:支持和推動市場營銷實踐、思想領導力發展和職業成功

美國市場營銷協會的願景

     美國市場營銷協會致力於成為全球領先的市場營銷資源網路和交流平臺,匯聚最好的營銷精英,在全世界範圍內推動市場營銷這一職能不斷發展。

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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