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美国市场营销协会查看源代码讨论查看历史

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美国市场营销协会
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美国市场营销协会

中文名称 ：美国市场营销协会

简 称 ：AMA

总 部 ：芝加哥

中国办公室 ：上海

美国市场营销协会(American Marketing Association，简称AMA)于1937年由市场营销企业界及学术界具有远见卓识的人士发起成立。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。[1]

基本简介

作为面向营销人的领先机构，美国市场营销协会被视为市场营销从业者和学术研究人员的可信赖的主要资源平台。提供最值得信赖的市场营销资源，帮助会员了解市场营销领域的相关知识、培训以及各种实用工具，获得裨益终身的经验、有价值的市场信息和业务联系。美国市场营销协会始终坚持着创新和发展，紧跟不断变化的全球市场来调整发展方向，从而使协会会员能在其职业生涯中更加出类拔萃。

使命

美国市场营销协会是一家为在全球市场营销领域引领实践、教学和开发工作的个人和机构提供服务的专业协会。

职责

  • 连接:分享知识，建立联系
  • 沟通:提供资源、教育、以及职业发展机会
  • 促进:支持和推动市场营销实践、思想领导力发展和职业成功。

愿景

美国市场营销协会致力于成为全球领先的市场营销资源网络和交流平台，汇聚最好的营销精英，在全世界范围内推动市场营销这一职能不断发展。

中国办公室

美国市场营销协会中国办公室于2013年成立，这是其第一家海外办事处。通过网站、电子通讯、杂志期刊、培训活动等渠道，为中国的市场营销从业者带来全球范围内的最新营销资讯、大师级的专家视角、专业机构的市场研究报告等高质量内容，帮助他们提升职业技能;立足中国，汇聚来自企业和商学院的各路营销精英、学者教授，共同搭建一个属于中国营销人的生态圈。

营销杂志

  • Marketing News
  • 每月一期。这本杂志不但关注推动市场营销发展的各种驱动因素，同时也涵盖了行业的基础内容、以及成功项目所基于的核心模式。
  • Marketing Insights
  • 季刊。关注市场研究方法论和议题、管理热点。
  • Marketing Health Services
  • 季刊。专注于医疗保健领域。

AMA学术期刊

  • Journal of Marketing有着七十多年的历史，作为美国市场营销协会的代表刊物，在市场营销领域里一直是个让理念和思想领导力彼此交融的活跃平台，它弥合了理论与实践应用间的隔阂。
  • Journal of Marketing Research从哲学和理论到方法和技术，深入探究了市场营销研究的最新思想。
  • Journal of International Marketing内容包含最新的营销理论分析、深度评论、新方法论报道，还包括了国际营销市场方面的学术、及管理类相关文章，以及高管们对新趋势和新战略的深入解读。
  • Journal of Public Policy & Marketing旨在解决市场营销与公众利益间的动态关系，是了解时下最重要问题的宝贵资源。

顾问委员会

美国市场营销协会中国顾问委员会(China Advisory Council, CAC)是美国市场营销协会为在中国地区的发展提供战略咨询和决策支持的志愿者团队。成员中既有来自500强企业的CMO，也有顶尖商学院的知名教授。通过他们在各自领域中的丰富经验、战略视角、以及敏锐的营销触觉，能为协会在中国地区的发展提供更好的战略咨询和指导。

  • CAC委员名单名单:(按英文姓氏先后排名)
  • 蒋炯文 中欧国际工商学院市场营销系系主任、市场营销学教授
  • 唐锐涛 智威汤逊亚太区首席执行官
  • 傅慧芬 对外经济贸易大学市场营销学教授、全球营销研究中心主任
  • 蒋青云 复旦大学管理学院市场营销系系主任、市场营销学教授
  • 李普庆 前人人公司全国营销策划中心总经理
  • Shakir Moin 可口可乐中国 副总裁、首席市场官
  • UmangPabaru 雅诗兰黛亚太区营销副总裁
  • 彭泗清 北京大学光华管理学院市场营销系系主任、市场营销学教授
  • AshokSethi捷孚凯亚太区区域发展总裁
  • 韩梅蕊 星巴克(中国)产品及市场推广部副总裁
  • 魏江雷 联想集团副总裁、中国区首席市场官
  • 须聪 麦当劳(中国)副总裁、首席市场官
  • 周忆 IBM大中华区 副总裁、市场、品牌 公关与公众关系总经理

发展历史

  • 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

视频

玛氏箭牌中国市场营销副总裁万金玲：以多元创新赋能业务增长及人才发展

参考资料

  1. ↑ 市场营销在我国的发展及未来趋势，参考网
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