Journal of Marketing

What Journal of Marketing does

The American Marketing Association (AMA), headquartered in Chicago, Illinois, is a nonprofit professional membership association founded in 1935 that serves marketing practitioners, scholars, educators, executives, and students. The organization operates a multi-sided platform uniting 29,000+ members worldwide through 65+ local professional chapters, 330+ collegiate chapters across 350+ college campuses, and 20+ Special Interest Groups including a Doctoral Student SIG (DocSIG). Its flagship content assets are five peer-reviewed academic journals: Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing, accessible digitally via ama.org as a bundled membership benefit.

AMA's product portfolio spans scholarly publishing, the Professional Certified Marketer (PCM) certification with continuing education credit tracking via the Credly digital credentialing platform, on-demand and live virtual training courses, downloadable toolkits, the Marketing / And podcast hosted by CEO Bennie F. Johnson, the Marketing News portal, and an annual conference calendar including the Summer Academic Conference, Winter Academic Conference, International Collegiate Conference (ICC), Career Week, and Marketing and Public Policy Conference. Research outputs include the 2026 Future Trends in Marketing Report and the 2025 Marketing Skills Report based on a survey of 1,200+ marketers.

The business model is a hybrid of subscription recurring revenue from annual memberships (Undergrad Collegiate at $29/year, Professional/Academic at $199/year, Group at $169/year per person), professional services revenue from training programs, PCM certification fees, and conference registrations, and affiliate/sponsorship revenue from corporate partners underwriting events, research reports, and content programs. The AMA Foundation operates as the philanthropic arm supporting students, faculty, and the marketing profession. Distribution combines a self-serve direct digital channel at ama.org with a chapter-based channel/reseller motion across local professional and collegiate networks, plus academic SIGs and dedicated job boards for marketing practitioners and academics.

Name

Journal of Marketing

Legal name

American Marketing Association

Website

https://ama.org

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

11–50 employees

Short description

The American Marketing Association is a Chicago-based nonprofit professional membership association founded in 1935, serving 29,000+ marketers, scholars, educators, and students through five premier peer-reviewed journals, PCM certification, training, conferences, and 65+ professional and 330+ collegiate chapters across North America.

Ownership category

akta.pro rank

Product category

Academic Marketing Journals

NAICS

Periodical Publishers (51312), Newspaper, Periodical, Book, and Directory Publishers (5131), Periodical Publishers (513120)

SIC

Periodicals: Publishing Or Publishing & Printing (2721), Miscellaneous Publishing (2741)

akta.pro primary industry

Academic & Scholarly Journals Publishing (Peer-Reviewed) (MPAJABAC)

akta.pro secondary industries

Scholarly Society & Association Publishing (EDAGAFAK), Scholarly Societies & Conference Proceedings Publishing (MPAJABAK), Business, Economics & Management Scholarly Publishing (EDAGAFAF)

Keywords

• Peer-reviewed marketing research
• Academic marketing journals
• Scholarly publishing services
• Marketing research publications
• Business academic journals

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Professional & Academic Memberships: Annual membership subscriptions provide digital access to five academic journals, members-only webinars, toolkits, SIGs, local chapter access, discounts on conferences and training, and professional certification. Membership tiers include Professional/Academic ($199/year), Collegiate Undergrad ($29/year), and Group rates ($169/year per person).
2. Training, Certifications & Conferences: Revenue generated from professional development courses, PCM certification fees, and conference registration fees. Members receive exclusive pricing on training and events.
3. Sponsorships & Partnerships: Corporate sponsors and strategic partners underwrite events, research reports, and content programs. AMA Foundation accepts philanthropic gifts to support students and faculty.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

The Journal of Marketing is a premier peer-reviewed scholarly journal that publishes original research to advance the marketing discipline and equip business professionals and academics with empirical and theoretical insights for managerial decision-making. It is published by the American Marketing Association as the flagship of its five-journal academic portfolio, with digital access bundled into AMA professional, academic, collegiate, and group memberships sold at $29-$199 per year.

Product overview

The American Marketing Association (AMA) operates a comprehensive platform-centered product portfolio centered on five premier academic journals (Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing), professional development offerings (PCM certification, training programs, and toolkits), research publications (Future Trends and Marketing Skills reports), community events (Summer Academic Conference, ICC, Career Week), and media content (Marketing News portal and Marketing / And podcast). The Journals serve as the anchor scholarly offerings with digital access included in membership, while the training, certification, and event programs function as adjacent professional development services. The DocSIG and 20+ Special Interest Groups support academic members through research collaboration and mentorship.

Differentiator

Problem solved

Functional benefit

Brands

• Journal of Marketing: One of five premier peer-reviewed academic journals published by AMA, focusing on advancing marketing research and industry practice.
• Journal of Marketing Research
• Journal of Public Policy and Marketing
• Journal of International Marketing
• Journal of Interactive Marketing
• Marketing / And Podcast
• Professional Certified Marketer (PCM)
• Doctoral Student SIG (DocSIG)

Products and services

• Journal of Marketing

Quantifiable outcome

• 29,000+ members served globally
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• DECAminorStrategic or Co-development Partner · 1 January 2026AMA announced a new partnership with DECA to support collegiate marketing education and career development for students interested in marketing and business careers.
• MindEdgeminorStrategic or Co-development Partner · 1 January 2025MindEdge and AMA introduced a comprehensive marketing course designed to boost enrollments and help students excel in marketing studies.
• LinkedIn LearningminorStrategic or Co-development PartnerAMA partnered with LinkedIn Learning to launch a Generative AI for Marketing Professionals Certificate, providing members with AI-focused skills development.
• EpsilonminorStrategic or Co-development PartnerAMA and Epsilon conducted a joint study on identity resolution, examining how it helps marketers improve personalization, reach, and marketing effectiveness.
• LightricksminorStrategic or Co-development PartnerAMA partnered with Lightricks on research examining generative AI adoption among marketers and a report titled 'The Bottom Line: A New Era of Top-Down Digital Transformation.'
• CopyleaksminorStrategic or Co-development PartnerAMA partnered with Copyleaks on a guide exploring how AI disrupts copyright and licensed content, and how Copyleaks helps protect intellectual property in the age of large language models.
• Act-OnminorStrategic or Co-development PartnerAMA partnered with Act-On on a Marketing Automation and AI Trends Report examining how modern marketing teams are improving efficiency and driving results with fewer resources.
• AMA FoundationcoreStrategic or Co-development PartnerAMA's philanthropic arm, the AMA Foundation, strengthens and elevates the marketing profession by advancing knowledge, building a global community of marketing leaders, and supporting marketing initiatives that drive innovation and societal impact. Gifts to the Foundation empower the next generation of marketing students, develop forward-thinking faculty, support passionate professionals, and celebrate influential marketers.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Wiley (John Wiley & Sons): Global publisher producing hundreds of peer-reviewed academic journals across business and marketing. Directly comparable as a journal-publishing peer operating at much greater scale.
• SAGE Publications: Major academic publisher producing peer-reviewed journals across marketing, business, and social sciences. Comparable as a journal-publishing counterpart operating at much larger scale across multiple disciplines.
• Elsevier: Largest academic publisher globally with a portfolio of marketing and business journals. Comparable as a peer-reviewed journal publisher competing for high-quality marketing scholarship.
• American Economic Association (AEA): Academic association publishing the American Economic Review and other premier journals. Closely comparable in operating model — scholarly society, premier peer-reviewed journals, conferences, and member-driven governance.
• Public Relations Society of America (PRSA): Professional association serving the broader communications/marketing ecosystem with chapters, certifications (APR), and member education. Comparable organizational model serving a related communications discipline.

Emerging players

• HubSpot Academy: Free digital marketing training and certification platform from a major marketing-software vendor. Comparable as a competing channel for marketing credentials, though not an academic journal publisher.
• LinkedIn Learning: Subscription-based professional learning platform offering marketing courses and certificates. Overlaps with AMA's training and certification business and is also an AMA distribution partner.

Direct peers

• Association of National Advertisers (ANA): U.S. trade association serving the marketing and advertising industry with training, events, and thought leadership. Most directly comparable peer in mission, structure, and member services within the marketing profession.
• The Chartered Institute of Marketing (CIM): UK-based professional marketing body offering certifications, training, and member resources. Comparable as a sister professional association delivering credentials and continuing education to marketers globally.
• American Association of Advertising Agencies (4A's): U.S. trade association for advertising agencies offering member services, training, and industry advocacy. Overlaps with AMA on professional development and marketing-industry community-building.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/ama_marketing
• Facebookfacebook.com/AmericanMarketing
• LinkedInlinkedin.com/company/american-marketing-association

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Journal of Marketing