About the American Marketing Association


Publication: 2014-01-08


Marketing: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013)

Marketing Research: Marketing research is the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. (Approved October 2004)


Name:American Marketing Association


The American Marketing Association (AMA) was established in 1937 by visionaries in marketing and academia. Today, the AMA has grown to be one of the largest marketing associations in the world, with over 30,000 members who work, teach and study in the field of marketing across the globe.


  • AMA Board of DirectorsThe AMA Board of Directors is an important governance mechanism of the American Marketing Association. The primary role of the AMA Board of Directors is to provide strategic guidance, direction and advice for the association and to provide fiduciary oversight to protect the business property of the association.

  • Rick DowChairperson (BringMeTheNews)

  • Ric SweeneyChairperson-Elect (University of Cincinnati)​

  • David ReibsteinPast Chairperson (Wharton School of Business)

  • Rob MalcolmVP Finance/Secretary (Executive in Residence Univ Texas, former CMO at Diageo)

  • Jerome WilliamsAMAF Chairperson (Rutgers Business School)

  • Mary Jo Bitner(W.P. Carey School Of Business)

  • Eric T. Bradlow(Wharton School of Business)

  • Myles Bristowe(CommCreative)

  • Mary Garrett(IBM Global Sales and Distribution)

  • Lisa Gudding(GfK Custom Research North America)

  • Roger Kerin(Southern Methodist University)

  • Angela Lee(Northwestern University)

  • Gary Lilien(The Smeal College of Business Administration)

  • Rebecca Messina(Coca-Cola Company)

  • Dennis DunlapEx-officio Board Member (AMA)

  • AMA VolunteersThe AMA Board of Directors and its Councils are volunteer groups that provide advice and counsel to the AMA on activities for specific constituencies. Board of Directors and Council leadership are comprised of members who are appointed and who have been active with the AMA at both the national and local level. Each year, the AMA Nominating Committee identifies and selects candidates to stand for election for Council leadership and Board of Directors positions. A call for nominations is issued in June and nominations may be made by any action member of the AMA. Elections take place in the first quarter of the following year.

  • AMA Academic Council

  • AMA Collegiate Chapters Council

  • AMA Knowledge Coalition

  • AMA Marketing Insights Council

  • AMA Professional Chapters Council

  • AMA International AlliesInternational Alliances -- The American Marketing Association is expanding its reach within the international community. This multidimensional approach includes creating alliances with key organizations in all continents. Each international alliance partnership represents thousands of marketing professionals that are now part of an expanded global community. AMA members will no doubt benefit from the knowledge exchange and the increased networking opportunities.

  • Asia Marketing FederationThe American Marketing Association (AMA) and the Asia Marketing Federation (AMF) have agreed to promote collaboration between the two organizations. The overriding goal of the alliance is to help advance the knowledge and practice of marketing and to enhance the value proposition of the marketing associations and the benefits provided to their members. The AMA and AMF will encourage direct contact and cooperation between their management, staff, volunteers and members while defining the following areas for potential cooperation: * Sharing of marketing information and knowledge * Promoting benefits, offerings and membership in each organization * Asia based marketing conference(s) or thought leader event(s) developed by AMA and AMF with participants from the east and west.

  • Asociación de Marketing de EspañaThe American Marketing Association (AMA) and the Marketing Association of Spain (Asociación de Marketing de España - MKT), founded 50 years ago in Spain, have signed a Memorandum of Intent to share knowledge and develop joint initiatives that benefit the development of the marketing profession and provide additional value to their members beyond their respective borders. Thanks to the Memorandum signed between both organizations, members of MKT may be part of AMA and vice versa, under special conditions and thus have access to all publications, tools, conferences ... It is an agreement that brings together more than 30,000 professionals in the marketing world.

  • European Marketing AcademyThe American Marketing Association (AMA) and the European Marketing Academy (EMAC) have entered into a collaborative relationship to better serve their respective memberships and strengthen the ties between both groups. The initial focus of this collaboration is on joint events and special membership offerings. EMAC is a professional society for people involved or interested in marketing theory and research. Its aims are to serve as the core of a communication network for disseminating information and promoting international exchange in the field of marketing. The Academy has over 1000 members from more than 57 different countries in all five continents.