The intellectual agenda is meant to serve as a source of guidance and inspiration for marketing professionals as well as academics.
As such, it will be the basis for all of the AMA’s content and intellectual capital for academics and practicing marketers going forward, as the organization strives to be the most relevant force and voice shaping the practice of marketing today.
In this way, the AMA hopes to remain the essential community for marketers.
Please feel free to download the AMA Intellectual Agenda 1.0.
Referred to as Intellectual Agenda 1.0, it outlines the four personas the AMA strives to serve with thought leadership:
- The Enlightened Initiate
- The Marketer Maestro
- The Sales Champion
- The Applied Academic
The composition of Intellectual Agenda 1.0 is the result of intense collaboration between the AMA, the “core team” of advisors, ad hoc board advisors and members of the AMA’s many constituencies.
This list of major issues facing marketers today forms the basis of Intellectual Agenda 1.0’s approach to content. Providing context to everything from articles to conference themes, these problems cover issues that are “make or break” for today’s enterprises and the careers of most marketers as well. They include:
- Effectively targeting high value sources of growth
- The role of marketing in the firm and the C-suite
- The digital transformation of the modern corporation
- Generating and using insight to shape marketing practice
- Dealing with an omnichannel world
- Competing in dynamic, global markets
- Balancing incremental and radical innovation
Noted academic Bernard Jaworski is the originator behind six of the seven problems and AMA Board Chairman Rob Malcolm composed the first problem, which deals with effective market targeting.
Watch Russ Klein and Bernie Jaworski talk about the Seven Big Problems and their importance: