AMS has survived half a century. Originally envisioned by Harold W. Berkman, who survived nearly a full century, the association has grown in numbers and in prominence. While AMS is well-known for its two leading academic journals and for hosting well-attended annual conferences and the World Marketing Congress, relatively little has been written about AMS history. We contribute a brief history of AMS that emphasizes the organization’s missions and values. In particular, AMS, along with its publications and conferences, has been, is, and will continue to aim to represent, a bridge between the academic and practicing marketing community. Further, that bridge should be built upon quality, service, and integrity.
CITATION STYLE
Babin, B. J., Moulard, J. G., & Lindquist, J. D. (2021, December 1). A bridge to relevance: on the history of the Academy of Marketing Science® (AMS). AMS Review. Springer. https://doi.org/10.1007/s13162-021-00221-z
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