美國市場行銷協會（American Marketing Association，簡稱AMA）於1937年由市場行銷企業界及學術界具有遠見卓識的人士發起成立。如今，該協會已發展成為世界上規模最大的市場行銷協會之一，擁有30,000多名會員，他們在世界各地從事著市場行銷方面的工作、以及行銷領域的教學與研究。
基本介紹
- 中文名：美國市場行銷協會
- 外文名：American Marketing Association
- 簡稱：AMA
- 總部：芝加哥
- 中國辦公室：上海
- 全球會員：30,000+
基本簡介,中國辦公室,行銷雜誌,AMA學術期刊,顧問委員會,發展歷史,
基本簡介
作為面向行銷人的領先機構，美國市場行銷協會被視為市場行銷從業者和學術研究人員的可信賴的主要資源平台。提供最值得信賴的市場行銷資源，幫助會員了解市場行銷領域的相關知識、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。
美國市場行銷協會始終堅持著創新和發展，緊跟不斷變化的全球市場來調整發展方向，從而使協會會員能在其職業生涯中更加出類拔萃。
使命
美國市場行銷協會是一家為在全球市場行銷領域引領實踐、教學和開發工作的個人和機構提供服務的專業協會。
職責
連線：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：支持和推動市場行銷實踐、思想領導力發展和職業成功。
願景
美國市場行銷協會致力於成為全球領先的市場行銷資源網路和交流平台，匯聚最好的行銷精英，在全世界範圍內推動市場行銷這一職能不斷發展。
中國辦公室
美國市場行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，為中國的市場行銷從業者帶來全球範圍內的最新行銷資訊、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行銷精英、學者教授，共同搭建一個屬於中國行銷人的生態圈。
行銷雜誌
Marketing News
每月一期。這本雜誌不但關注推動市場行銷發展的各種驅動因素，同時也涵蓋了行業的基礎內容、以及成功項目所基於的核心模式。
Marketing Insights
季刊。關注市場研究方法論和議題、管理熱點。
Marketing Health Services
季刊。專注於醫療保健領域。
AMA學術期刊
Journal of Marketing
有著七十多年的歷史，作為美國市場行銷協會的代表刊物，在市場行銷領域裡一直是個讓理念和思想領導力彼此交融的活躍平台，它彌合了理論與實踐套用間的隔閡。
Journal of Marketing Research
從哲學和理論到方法和技術，深入探究了市場行銷研究的最新思想。
Journal of International Marketing
內容包含最新的行銷理論分析、深度評論、新方法論報導，還包括了國際行銷市場方面的學術、及管理類相關文章，以及高管們對新趨勢和新戰略的深入解讀。
Journal of Public Policy & Marketing
旨在解決市場行銷與公眾利益間的動態關係，是了解時下最重要問題的寶貴資源。
顧問委員會
美國市場行銷協會中國顧問委員會（China Advisory Council, CAC）是美國市場行銷協會為在中國地區的發展提供戰略諮詢和決策支持的志願者團隊。
成員中既有來自500強企業的CMO，也有頂尖商學院的知名教授。通過他們在各自領域中的豐富經驗、戰略視角、以及敏銳的行銷觸覺，能為協會在中國地區的發展提供更好的戰略諮詢和指導。
CAC委員名單名單：（按英文姓氏先後排名）
蔣炯文 中歐國際工商學院市場行銷系系主任、市場行銷學教授
唐銳濤 智威湯遜亞太區執行長
傅慧芬 對外經濟貿易大學市場行銷學教授、全球行銷研究中心主任
蔣青雲 復旦大學管理學院市場行銷系系主任、市場行銷學教授
李普慶 前人人公司全國行銷策劃中心總經理
Shakir Moin 可口可樂中國 副總裁、首席市場官
UmangPabaru 雅詩蘭黛亞太區行銷副總裁
彭泗清 北京大學光華管理學院市場行銷系系主任、市場行銷學教授
AshokSethi捷孚凱亞太區區域發展總裁
韓梅蕊 星巴克（中國）產品及市場推广部副總裁
魏江雷 聯想集團副總裁、中國區首席市場官
須聰 麥當勞（中國）副總裁、首席市場官
周憶 IBM大中華區 副總裁、市場、品牌 公關與公眾關係總經理
發展歷史
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
1953 - First AMA executive director hired; membership reaches 4,700
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
1977 - AMA Office of the President (now Office of the Chairman of the Board) formed
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
1984 - Services Marketing Division formed
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
