Best Practices

AMA's  Best Practices are primers on core marketing topics, shared by our partners, or written for AMA by industry experts. These articles instruct readers on the fundamentals in such areas as interactive marketing, advertising, brand management, marketing strategy, and customer relations. They provide overviews of essential concepts and tips for applying this knowledge to achieve marketing success.

Interested in submitting a Best Practice to the AMA library?  Check out our Content Submission Guidelines. ​​​​​​​​​

The Challenger Customer unveils research-based tools that will help you distinguish the "Talkers" from the "Mobilizers" in any organization … It also provides a blueprint for finding them …
Authors: Matthew Dixon Date: 7/5/2016  

Make sure that each brand has a well-defined role or set of roles to play in each product-market context in which it is expected to contribute … Identify the strategic brands that will …
Authors: David Aaker Date: 9/24/2015  

Content marketing is generally much more something that is useful to somebody, whether or not they need your product, and is something that builds up some notion of trust and …
Authors: Katherine Ling Date: 9/24/2015  

What business scenarios lead to rogue marketing  How subsequent inefficiencies impact business opportunities  Why technology is a solution worth the investment … Those of us who are not …
Authors: Jeff Sammak Date: 8/27/2015  

Build trust with more persuasive copy … When you decide to buy a particular item, do you purchase the first one you find … I go online and compare the product across several different …
Authors: Lisa Burger Date: 7/23/2015  

Gain and keep your prospect's attention … Position your offer as his solution … Prove what you're saying is true … Ask him to take a particular action … How do you motivate someone to do something …
Authors: Lisa Burger Date: 7/23/2015  

Finance brands should appeal to millennials' emotions, help them discover and learn, and adopt a multi-platform strategy … For financial services brands, millennials are an increasingly …
Authors: Chris Maccaro Date: 7/16/2015  

Using the opposition’s language  Getting too technical  Burying the lead—and the links … They may be one of the oldest forms of advocacy, but the internet has made it easier than ever …
Authors: Emily Logan Date: 6/10/2015  

content produced has the most significant impact on results … Build a Content Marketing Strategy  Produce & Manage Content  Distribute & Monitor … As marketers we rely on technology to …
Authors: Jason Stewart Date: 6/10/2015  

There are two basic types of headlines … How to write strong B2B headlines … The other day, I was trying to get my husband’s attention … Of course, the TV was on and he was completely tuned …
Authors: Lisa Burger Date: 5/28/2015  

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.