Nashville chapter of the American Marketing Association
Resources from the AMA
The American Marketing Association is a fabulous resource to marketers. If you've been promoted into your first strategic role, the AMA can help you with articles by the experts, CMO interviews, webcasts on marketing strategy. If you have CRM responsibilities for the first time, check out the wealth of resources on CRM and related topics. Want to read up on the latest industry thinking on branding, internet marketing, integrating sales and marketing? Look no further than the AMA.
Here's a guide to the AMA's resources. To explore the AMA site on your own, go to marketingpower.com.
- Hot Topics
- A treasure trove of articles and papers on marketing topics: branding, CRM, ROI, global marketing, multicultural marketing and more.
- Strategic Forum
- Strategy papers, articles by marketing industry experts, interviews with senior level marketing execs, "CMO Corner" and more
- Industry Specific
- Find articles on marketing in your industry: Technology, healthcare, financial services, consumer goods and services, nonprofit and higher education.
- Knowledge Center
- White papers by industry experts plus great articles from AMA's Marketing News and Marketing Matters.
- Marketing Handbooks
- The AMA's Core Marketing Knowledge series
- AMA Publications
- Dictionary of Marketing Terms
AMA Best Practices and Case Studies
Advertising
- Agency Relationship Management
- How Advertising Agencies Operate
- Principles of Measuring Advertising Effectiveness
- Principles of Direct Response Television
- Principles of Effective Print Advertising
- Testing Print Advertising
Branding
- How to Give Your City a Motto Makeover in 10 Easy Steps
- Corporate branding unifies product lines
- A New Brand of Marketing
- Five Steps to Building a Cultural Brand
- Returning to Brand Relevance
- Principles of Financial Services Branding
- Principles of Brand Asset Management
- Integrated Brand Communications
- Branding Overview
- Case Study: Standards for Satisfaction (Members Only Content)
- Case Study: High Energy (Members Only Content)
- Case Study: Good Sport (Members Only Content)
- Case Study: A Toast Among Friends (Members Only Content)
- Case Study: Stay Cool (Members Only Content)
- Case Study: Welcome Wagon (Members Only Content)
- Case Study: Driving Financial Brands (Members Only Content)
B2B Marketing
- Business-to-Business Marketing Overview
- How the Internet is Transforming B2B Marketing
- The Service Side of B2B Marketing
CRM/Direct Marketing
- Principles of Direct Response Advertising Media
- CRM Overview
- Database Marketing Overview
- Customer Loyalty: Are You Wired For It?
- A New Tool for Your Marketing Hip Belt: The Customer Perception Audit
- Be There When Your Customers are Ready to Buy
- Stand Out and Be Heard
- Marketing Transformation: Increase Profitability by Making Every Interaction Intelligent
- The Twelve Laws of Loyalty and How Marketing Leaders Leverage Them
- Launching a Database Marketing Project
- Best Practices in Lead Management
- Implementing a CRM Strategy
- Case Study: CompUSA Uses Coremetrics to Increase Checkout Completions, Improve Customer Service, and Boost Revenue by $2.2 mm
Consumer Promotion
- Effective Use of Premiums and Incentives
- Click Here for Your Gift: Increasing Email Response Rates via Promotional Incentive
- The Price of Loyalty
- Consumer Promotion Overview
Internet Marketing: Basics
- Internet Marketing Overview
- Corporate Blogging Made Simple
- Branding on the Internet
- Case Study: Advancing Conversion for e-Retailers (Members Only Content)
Internet Marketing: Web Site Development
- Using the Power of the Internet in Marketing Efforts
- How Search Engine Rank Impacts Conversions
- Successful Web Site Globalization
- Web Site Development Overview
- Guide to Search Engine Optimization
- Developing a Sales & Marketing Portal
- Driving Site Traffic
Internet Marketing: Affiliate Marketing
- Affiliate Marketing Overview
- Maximizing Return from the 80/20 Rule of Affiliate Marketing
- Managing A Successful Affiliate Marketing Program
Internet Marketing: E-Mail Marketing
- Introduction to E-mail Marketing
- How to Select an E-mail Marketing Vendor
- Using E-mail Newsletters as Marketing Tools
- Principles of E-mail Marketing
Marketing Law Basics
- Marketing Law Overview
- Viral, "Buzz" and "Stealth" Marketing
- Introduction to the Do-Not-Call Registry
- Overview of Data Privacy Laws
- Overview of Trademark Use in Marketing
Marketing Media Basics
- Principles of Media Planning
- Media Barter and Brand Marketing
- Evaluating a Post-Buy Analysis
- Understanding Media Math
Market Research Basics
- Selecting a Market Research Supplier
- The Seven Stages of Effective Survey Research
- Principles of Market Segmentation
- Copy Testing Overview
- Qualitative Research Overview
- Focus Group Principles
- Quantitative Research Overview
- Principles of Questionnaire Design
Marketing Strategy Basics
- Marketing Strategy Overview
- Creating a Marketing Plan
- Marketing Your Corporate Support Overhead
- Your Customers Can Be Your Most Powerful Advisors
- The Race to the Bottom
- Managing the Customer Experience
- A New Way to Market
- Next-Generation Customer-Centricity
- Swim with the Sharks or Sleep with the Fishes: The Marketing Wisdom of The Godfather
- Marketing ROI - Learn It, Love It, Act on It
- Critical Elements to Enable Value-Based Selling
- Competitive Analysis Overview
- Product Positioning Overview
- Personal Strategy: Life After Building Your Successful Marketing Career
- Case Study: Hawaii on Tour: How Paradise Competes (Members Only Content)
- Case Study: New Lego Creation Marketing Up a Storm (Members Only Content)
New Product Development
Public Relations
- Using Media Intelligence Tools To Drive Communications Success
- Identifying and Reaching Influencers
- Communications Strategies During Litigation
- Choosing a Public Relations Agency
- Effective Press Release Writing
Sales
- Sales Overview
- Making the Most of Every Business Contact
- How to Improve Your Return on Success Story Investment
- Setting up Lead Qualification Processes
- Integration Between Marketing and Sales
- Perfecting the PowerPoint Presentation
- Guided Selling - Merging Marketing & Sales
- Case Study: Driving Sales Revenues By Targeting The Perfect Customer
Small Business Marketing Strategy
- Retail Customer Service Tips
- Defining Your Target Audience
- Inexpensive Marketing Research Approaches
- Networking to Create Leads
- Tactics for Low-Cost Promotions
- Tactics for Low-Cost Marketing
Small Business Marketing Communications
- Writing Copy that Sells
- Selecting the Right Marketing Media
- Create Your Own Press Kit
- How to Generate Free Publicity for Your Business
- Maximizing the Effectiveness of your Yellow Pages Ads
Small Business Internet Marketing
- Web Sites for Small Businesses
- Getting Listed in Search Engines
- E-mail Marketing Tips for Small Business
- Taking Advantage of Viral Marketing
AMA Webcasts
The AMA has a great series of archived webcasts that members can access. Click the links below. Several webcasts are available on each topic.
