Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

The American Marketing Association

The American Marketing Association Purpose – This paper aims to explore the sociological process behind the development of the American Marketing Association (AMA). It shows how the shift from isolated endeavors to an organized movement happened in marketing, how and why marketing pioneers merged to build a professional body and what this body provided to its community and to society at large. Design/methodology/approach – This paper studies the history of the AMA from the perspective of the sociology of science and relies on the marketing literature and other written sources. Findings – The paper shows that the AMA is both the result and the center of a coupling procedure. Isolated pioneers in the marketing field found it useful to communicate with those who were engaged in endeavors similar to their own. The meeting resulted in a dialog, and the dialog had necessitated the establishment of the AMA as a common reference point. The AMA provided the marketing community with a language and an institution that could help them to exist and move forward together. Originality/value – This paper provides an up to date account of the history of the AMA as well as a sociological analysis of its development. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

The American Marketing Association

Cochoy, Franck
Journal of Historical Research in Marketing , Volume 6 (4): 10 – Nov 11, 2014
Download PDF
10 pages

Loading next page...
 
/lp/emerald-publishing/the-american-marketing-association-W4bykGlqrO
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1755-750X
DOI
10.1108/JHRM-01-2013-0003
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to explore the sociological process behind the development of the American Marketing Association (AMA). It shows how the shift from isolated endeavors to an organized movement happened in marketing, how and why marketing pioneers merged to build a professional body and what this body provided to its community and to society at large. Design/methodology/approach – This paper studies the history of the AMA from the perspective of the sociology of science and relies on the marketing literature and other written sources. Findings – The paper shows that the AMA is both the result and the center of a coupling procedure. Isolated pioneers in the marketing field found it useful to communicate with those who were engaged in endeavors similar to their own. The meeting resulted in a dialog, and the dialog had necessitated the establishment of the AMA as a common reference point. The AMA provided the marketing community with a language and an institution that could help them to exist and move forward together. Originality/value – This paper provides an up to date account of the history of the AMA as well as a sociological analysis of its development.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Nov 11, 2014

There are no references for this article.