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7 Big Problems in the Marketing Industry

Bernie Jaworski, Rob Malcolm and Neil Morgan

Marketing has problems.

This spring, we’re unveiling the AMA’s first ever intellectual agenda in our almost 80-year history that features what we believe are the “seven big problems” confronting marketing. The seven big problems will drive content for the entire AMA community: a multi-faceted and diverse group of professionals in marketing and sales, academic researchers and educators, and collegiate marketing hopefuls.

The AMA’s intellectual agenda seeks to serve as a big tent source of guidance and inspiration that includes both theoretical and applied knowledge that will ultimately provide actionable insights, frameworks, tools and resources for the AMA community. We’ve created a living document that can evolve along with the AMA community and the discipline of marketing itself.

A devout belief that “thinking” is what defines the human experience drives our intellectual agenda. In that vein, part of what you value is the ability to actually stay above and apart from the din and the fray that might influence your ability to be actionable. And that’s what the seven big problems aim to address—how you can best be both objective and action-oriented.

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Bernie Jaworski

Bernie Jaworski is the Peter F. Drucker Chair at the Drucker School of Management. He has published extensively in the most highly regarded marketing journals and has been ranked among the most highly cited scholars in the field of marketing. He has won all three major awards from the Journal of Marketing—the Maynard, Alpha Kappa Psi, and Jagdish Sheth Award—as well as several other awards. For 10 years he was a senior partner at Monitor Group, a global management consulting firm, where he helped lead several large-scale transformations of marketing at Fortune 500 firms.

Rob Malcolm

Neil Morgan