American Marketing Association (AMA) Company Profile

Background

The American Marketing Association (AMA) is a leading professional association for marketing professionals, dedicated to advancing the practice and study of marketing. Established in 1937 through the merger of the National Association of Teachers of Marketing and the American Marketing Society, the AMA has grown to become a pivotal force in the marketing community.

With a mission to be the most relevant force and voice shaping marketing worldwide, the AMA serves a diverse membership that includes marketers, educators, and students. The association's vision is to foster a dynamic community that drives marketing excellence and innovation.

Key Strategic Focus

The AMA's strategic focus encompasses several core objectives:

Service Leadership: Committing to exceptional service for customers, members, and stakeholders.

Unified Brand and Community: Establishing a cohesive and modern voice for the AMA brand, fostering a unified community.

Intellectual Agenda: Harmonizing content across platforms to feature the tension between Best Versus Next Practices™.

Personalized Marketplace of Knowledge: Engaging members in a connected, always-on community to facilitate continuous learning and collaboration.

These objectives guide the AMA in providing valuable resources, networking opportunities, and professional development to its members.

Financials and Funding

As a nonprofit organization, the AMA's funding primarily comes from membership dues, event registrations, and educational programs. While specific financial details are not publicly disclosed, the association's extensive network and range of services contribute to its financial sustainability.

Pipeline Development

The AMA continually develops and refines its offerings to meet the evolving needs of the marketing profession. This includes:

Educational Programs: Offering certifications, webinars, and conferences to enhance members' skills.

Publications: Publishing leading academic journals such as the Journal of Marketing and the Journal of Marketing Research.

Events: Organizing conferences and workshops that address current marketing trends and challenges.

Technological Platform and Innovation

The AMA leverages various technological platforms to support its operations and member engagement:

Digital Presence: Utilizing a robust website and active social media channels to disseminate information and foster community interaction.

Educational Tools: Implementing online learning platforms for certifications and training programs.

Event Management: Employing digital tools for event registration, virtual conferences, and member networking.

Leadership Team

The AMA is led by a dedicated team committed to advancing the association's mission:

Bennie F. Johnson – Chief Executive Officer: With a background in design leadership, Johnson previously served as Executive Director of AIGA, the largest professional association for design.

Robin Tooms – Chairperson: Tooms has over 20 years of experience in marketing, specializing in B2B, corporate branding, and digital marketing.

Hami Vo Arrington – AMA Foundation Chair: Arrington is the founder of One Foot Over, a B2B marketing agency, and holds an MBA in Marketing from Georgia State University.

Competitor Profile

The AMA operates in a competitive landscape with several organizations offering similar services:

Association of National Advertisers (ANA): Focuses on advocating for the marketing community and providing resources for marketers.

American Management Association (AMA): Offers management and leadership development programs, including marketing training.

Sales and Marketing Executives International (SMEI): Provides professional development and networking opportunities for sales and marketing professionals.

These organizations contribute to the dynamic environment in which the AMA operates, each offering unique value propositions to marketing professionals.

Strategic Opportunities and Future Directions

The AMA is well-positioned to capitalize on several strategic opportunities:

Digital Transformation: Expanding online learning platforms and virtual events to reach a broader audience.

Global Expansion: Strengthening international partnerships to serve a global community of marketers.

Research and Innovation: Leading initiatives that explore emerging marketing trends and technologies to keep members at the forefront of the industry.