The AMA is a professional association for individuals and organizations leading the practice, teaching and development of marketing knowledge worldwide.

American Marketing Association

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Even a single negative review can sink a good product, says study

Online retailers have every reason to be concerned about negative reviews, as they severely reduce the appeal of a product. An extensive study by Marton Varga of Bocconi's Department of Marketing and Paulo Albuquerque (INSEAD), ...

Five practices fight fake online reviews, build consumer trust

The right online review can win over a new customer or convince them to take their business elsewhere, but not every review is an honest product or service assessment. Bad actors looking to boost their sales have paid for ...

Investment in the future: Making influencers affordable

Influencers with a large following are expensive and usually not interested in promoting unknown brands. This marketing channel is therefore largely inaccessible to small and medium-sized companies (SMEs). Business professors ...

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