American Marketing Association: Marketing to Marketers
What is
AMA?
AMA
stands for the American Marketing Association. They strive to keep up with the
ever-changing marketing ideas in order to provide the most up to date,
resourceful organization. AMA does not only provide the necessary and useful
tools that help foster new revolutions in the marketing world but also provide
connections and job opportunities. Essentially, this is the online marketing
headquarters that is available for anyone who wishes to use this resource.
Mission
Statement
AMA’s
mission statement is, “The American Marketing Association is a professional
association for individuals and organizations leading the practice, teaching
and development of marketing knowledge worldwide. Our principle role is to
serve as a forum to connect like-minded individuals and foster knowledge
sharing, provide resources, tools and training and support marketing practice
and thought leadership around the globe.”[1]
AMA’s mission statement is strong, it states their purpose, it is concise and
brief and it acknowledges the company stakeholders who are the ‘individuals and
organizations leading the practice, teaching and development of marketing
knowledge worldwide.’ Even though they state their name in their mission
statement, the company would be recognized due to their prestige and
reputation.
Vision
Statement
Though
it is not explicitly stated, in their About AMA section, they write, “The AMA
is constantly innovating and evolving, helping to shape the field as well
as keep abreast of the changing global marketplace to help our
members excel in their careers.”1 This
could be viewed as a sort of vision statement. They want to continue to adapt
and innovate their resources, products and assets to continue to serve their
customers and stakeholders with the leading, cutting-edge services. Having a
vision statement is important to show customers and potential customers where
they are going and how they are going to get there. Vision statements are
especially important for potential customers who plan on making a long term
investment into a corporation.
Marketingpower.com
> AMA.com
American Marketing Association deciding to change
their domain to marketingpower.com because it in and of itself is a marketing
decision. It helps them stand out from other organizations that may have
similar names. I went to the trusty Google.com and I googled “AMA” and I got
over thirty-two million results. American Marketing Association was not listed
after four other organizations in the results. Some of the other listed organizations
that came up when I searched were; amazon.com, American Management Association,
American Medical Association, American Motorcyclist Association and the Academy
of Model Aeronautics. American Marketing Association when searching for “AMA”
does not stand out, it can be easily skipped over because we, Americans in
particular are lazy beings. However, if you google “Marketing Power” the
American Marketing Association is the first website listed on the results page.
This distinguishes them from other companies and it broadcasts that they are a
strong company. This is a marketing technique to separate themselves from other
companies and organizations, which have the same acronym. People who are going
onto American Marketing Associations website have an obvious partiality and
liking for marketing (their target market) and therefore they will pick up on
this cunningly placed marketing technique.
[1]American Marketing Association. “About AMA.” Accessed
September 24, 2014.
https://www.ama.org/AboutAMA/Pages/About.aspx?clicksrc=footer
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