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Archive for January, 2008

Marketing Roundup - Tom Peters

Monday, January 28th, 2008

Tom Peters - tompeters! Blog 

In the article “We Have Met the Enemy,” Tom Peters alludes to Starbucks as its own enemy since it stands in its own way towards excellence.  Getting unstuck from the analysis paralysis of metrics should prove challenging.  Furthermore, with a plummeting stock and shake up in top management, will Howard Schultz’s return as CEO reinvigorate the brand to what was once a “third home” that created value to customers?  Or has Starbucks long reached its tipping point and will continue to spiral downward?  How much longer will it be until consumers are so fed up with the experience of going to yet another over-crowded Starbucks when one can go to an over-crowded Dunkin Donuts where the good coffee is cheaper, or better yet head to McDonald’s where the coffee is cheap - and gourmet since they’re now adding new premium choices as well as baristas, and it’s even less crowded?

Lori A. Rochino - With over 7 years of marketing communications experience, Lori has worked in a variety of industries, including finance, publishing, and fashion. She is currently a marketing specialist at an e-commerce firm and manages web content for the AMA Boston Chapter.  She resides in Natick with her husband.

International Marketing Wine Tasting Video

Monday, January 28th, 2008

AMA Broadens Definition of Marketing

Sunday, January 20th, 2008

The International office of the American Marketing Association has redefined the word “marketing,” to reflect its broader role in society.

The new definition reads: “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.”

The previous definition stated: “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

Wikipedia defines the term this way: “Marketing is a societal process that is needed to discern consumers’ wants; focusing on a product/service to those wants, and to mould the consumers towards the products/services.”

Some very interesting differences between the definitions. The AMA revisits the definition for marketing every five years in a disciplined effort to reflect on the state of the marketing field. How would you define marketing?

AMA Boston creates new LinkedIn and FaceBook groups

Monday, January 14th, 2008

Interested in connecting with other marketers in the Boston area and beyond? The Boston Chapter of the American Marketing Association (AMA Boston) has created two new online networking groups to further expand our professional marketing community.

We get daily requests from marketing professionals looking to be included in our LinkedIn group called, AMA Boston Marketers. If you’re already a member of AMA Boston, it’s likely that you’re already pre-approved to join our LinkedIN group!

If you would also like to network with us on Facebook, join our new Facebook Group.

Myles Bristowe
President-elect, AMA Boston

Thank you to: Molecular for hosting our Mid-Year Retreat

Sunday, January 13th, 2008

On behalf of the Board of Directors and all the volunteers of the Boston Chapter of the American Marketing Association, I would like to thank Molecular for providing the use of their office in Watertown for our Mid-Year Retreat. It was a terrific team building all-day event and we would like to express our gratitude for their generosity… a special thanks to Amy Quigley and Annette Goldberg for setting it up for us.

Myles Bristowe
President-elect, AMA Boston

How big is the Marketing Universe?

Thursday, January 10th, 2008

I don’t know if there have been any studies done to describe how many marketers there are in the world today. However, within the United States and Canada, I can say that the American Marketing Association is among the largest associations for marketers and is made up of over 38,000 professional members. While many Marketing associations focus on one specific area of marketing, (like advertising, market research or public relations) I’ve found the AMA to reach a wider audience because it covers every area of marketing. As great as the AMA is, I decided that 38,000 couldn’t be the whole universe…

So, for starters, I looked at the Marketing universe on LinkedIn:
LinkedIn Logo Within LinkedIn there are more than 567,000 individual bios that contain the term “Marketing” in their profiles. While only 292,000 have selected “marketing and advertising” as their professional category and only 141,000 have selected the “market research” category to identify themselves. To include PR in the mix, I found that 277,000 have selected “public relations and communications” as their professional category. Keep in mind that a person can only select ONE category for their profile.

Oddly enough, if you add up the three distinctions together (Marketing and Advertising, Market Research and Public Relations and Communications) you will have 710,000 individual profiles on LinkedIn who have identified themselves as marketers… even though only 567,000 actually use the word “Marketing” in their profile.

I find it quite interesting that 20% of all these Marketing individuals did not feel the need to use the word, “marketing” in their profile in order to best describe their job, their work experience or their interests.

Myles Bristowe
President-elect, AMA Boston

Blogging For Marketing

Monday, January 7th, 2008

As this is the first post of the new blog for the Boston chapter of the American Marketing Association, I think it is appropriate to write a few words about the purpose of the blog.

A blog can enable an organization to publish information quickly, allow readers to subscribe to the blog RSS feed, and give organizations another way and form to communicate. The style of writing a blog post can be very different and informal than a traditional website. We hope to showcase the events, programs and local members of the Boston AMA, but we also want to be involved with the wider marketing community. The AMA Boston constitution has been my starting point in thinking about the topics we should cover and the focus of any advocacy in the community. The constitution boils down to the following:

-Help everyone do better marketing work
-Promote professionalism in the practice of marketing
-Promote a greater understanding of marketing principles and practices

If you want to help get involved with the blog and contribute articles that about these themes contact me or the AMA Boston blog team directly.

John Cass
Past President, AMA Boston

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The views and opinions on this blog are solely those of the contributors and do NOT necessarily reflect the official opinions of the Boston Chapter of the American Marketing Association.