American Marketing Association

The American Marketing Association (AMA) is the essential community for marketers.

In 1953, Neil Borden transformed the business world when he articulated the strategy of “Marketing Mix” in his AMA presidential address. Borden was just one of many AMA leaders who were not satisfied with existing best practices. These thought leaders sought answers for the future that would propel business growth and elevate the role of marketing.

Today, the AMA leads an unparalleled discussion on marketing excellence. Continuing in the tradition of Borden and so many others, the AMA offers differentiated content that focuses on the tension between Best Versus Next Practices™.

With content coming from unrivaled scholarly journals, like the Journal of Marketing, and award-winning publications, like Marketing News, the AMA offers a robust perspective that understands marketer are expected to provide both solutions for today and solutions for tomorrow.

No other organization provides more ways for marketers and academics to connect with the people and resources they need to be successful.

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AMA Two Big Days 1946

A.M.A.’s Two Big Days: Proceedings of The Spring Conference of the American Marketing Association

A M.A.’s Two Big Days is a collection of proceedings presented at the 1946 Spring Conference of the American Marketing Association. The conference discussed myriad topics pertaining to marketing in the 1940s. Besides regular reviewing of marketing research and sales budget, the papers focus on the emergence of free market and consumer panels, as well as their effect on brands in a post-war scenario. Also featured is a discussion on China’s industrialization and its effect in American business.

Customer Satisfaction Focus On The Customer

Customer Satisfaction: Focus on the Customer

Customer Satisfaction: Focus on the Customer is a special presentation of The American Marketing Association’s Worth Repeating Series. The presentations are actual transcriptions of speeches made at the Second Congress on Customer Satisfaction held in Florida in 1992. Each part of the book highlights the role needed to be played by business values such as Leadership, Human Resources, Research Measurement, Profitability, Product Quality, and Service Quality in winning the customer’s satisfaction.

Marketing In The Transition Period 1945

Marketing in the Transition Period – 1945: Proceedings of The Special Wartime Conference

Marketing in the Transition Period – 1945 is a collection of papers presented during a Special Wartime Conference in Chicago. The conference was convened when World War II was underway, which had cast its shadow on business, especially in foreign trade and distribution. There was also a huge burden of serving a war-torn society post war. The papers elaborate on this scenario and give possible techniques to tackle this abnormal situation. There is a special discussion on marketing problems of the aviation industry.

Proceedings 1955 National Conference

Proceedings: 1955 National Conference, Shroeder Hotel, Milwaukee, Wis.

June 15, 16, 17

The AMA Proceedings: 1955 National Conference contains proceeding papers presented at the 1955 National AMA Conference in Milwaukee. The papers are arranged in three sections according to the first, second, and third day when the papers were presented. The papers address the road traveled thus far in the field of marketing, the problems and issues faced by the practitioners and academics in the 1950s, and a roadmap for the future.

Sampling In Marketing Research

Sampling in Marketing Research

Sampling in Marketing Research is a part of American Market Association’s Marketing Research Techniques series brought out in 1958. It unlocks the mystery surrounding sampling used in marketing and consumer research, especially by reviewing the popular sampling methods and resolving the problems frequented in sampling procedure during the late 1950s.

Service Excellence Marketings Impact On Performance

Service Excellence: Marketing’s Impact on Performance

Service Excellence: Marketing’s Impact on Performance is a compilation of papers from the 8th Annual Services Marketing Conference held in 1989. These papers provide insights on five steps to service excellence. The five steps envisaged in this volume are: Service Blueprinting – this section answers the why, how, what, and hows of blueprinting; Managing Information – the papers under this section talk about the analyses employed in interpreting and maximizing the use of research data available, with the aid of technology; Communication – includes case study and techniques for formulating effective promotion and communication strategy; Sales Management – the papers discuss the art of optimizing effectiveness of sales force in a services industry, where the quantification is often intangible; Masterclasses – contains transcripts of a special set of lectures by eminent services marketing professionals on specific industry related subjects such as marketing information system for health maintenance organization, customer satisfaction through sales management, and unique service offering.

Stayin Alive Through 95 How To Thrive And Not Just Survive

Stayin’ Alive Through ’95: How to Thrive and Not Just Survive

Stayin Alive Through 95: How to Thrive and Not Just Survive is a collection of papers presented at the 1990 Annual Services Marketing Conference. Divided into three tracks – quality management, developing new services and markets, and creative marketing mix management, as well as a couple of special sessions on retail banking and technology in services, these papers present a wholesome view on creating and sustaining success in services marketing.

The Marketing Revolution

The Marketing Revolution: The Proceedings of the Thirty-Seventh Congress of the American Marketing Association

The Marketing Revolution is a collection of 32 papers presented at the 37th National Conference of the AMA in 1955. These papers provide an important contribution to marketing knowledge by elaborating on a wide range of topics such as salesmanship, consumer behavior, brand loyalty, industrial advertising, and consumer information channels. There is also a very helpful case study on marketing policy determination in capital goods industry from a 1950s perspective.

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