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Americans with Disabilities Act of 1990

merging the groups became a reality in 1937 with the BIBLIOGRAPHY
inception of the American Marketing Association (AMA). MarketingPower, Inc. (2005). “About AMA.” Retrieved Septem-
ber 8, 2005, from http://www.marketingpower.com/con-
The AMA is a professional, nonprofit organization
tent407.php.
for marketers with more than 500 North American pro-
MarketingPower, Inc. (2005). “Marketing Definitions.”
fessional chapters and worldwide membership (in ninety-
Retrieved September 8, 2005, from http://www.marketing-
two countries) in excess of 45,000. AMA also furthers power.com/content4620.php.
students’ professional development through approxi- MarketingPower, Inc. (2005). “Key Events in AMA History.”
mately 400 collegiate chapters globally. Retrieved September 8, 2005, from http://www.marketing-
AMA was organized to advance marketing science power.com/content1591.php.
and has always emphasized improving marketing manage-
ment through marketing knowledge gained through
Val Hinton
researching, recording, and disseminating information. Mary Jean Lush
Today, AMA strives to encourage greater interest in and
concern for education, to assist marketing professionals in
their efforts toward personal and career development, and
to promote integration of ethical considerations and gen- AMERICANS WITH
eral marketing practices.
DISABILITIES ACT OF
In 1938, the AMA agreed to work with the U.S.
Bureau of the Census to unify government agency mar- 1990
keting definitions. The AMA board debated appropriate The Americans with Disabilities Act of 1990 (ADA) is a
definitions and, in 1985, approved definitions for market- comprehensive civil rights act for people with disabilities.
ing and marketing research. In August 2004, marketing On July 26, 1990, President George H.W. Bush signed
was redefined as “… an organizational function and a set the ADA into law as wide-ranging legislation intended to
of processes for creating, communicating, and delivering make American society more accessible to people with dis-
value to customers and for managing customer relation- abilities and to prohibit discrimination on the basis of dis-
ships in ways that benefit the organization and its stake- ability. The act is divided into five titles:
holders.” Marketing research also was redefined as “the
1. Employment. Businesses must provide reasonable
function that links the consumer, customer, and public to
accommodations in all aspects of employment to
the marketer through information—information used to
protect the rights of individuals with disabilities.
identify and define marketing opportunities and prob-
lems; generate, refine, and evaluate marketing actions; 2. Public services. People with disabilities cannot be
monitor marketing performance; and improve under- denied participation in public service programs or
standing of marketing as a process. Marketing research activities that are available to people without disabil-
specifies the information required to address these issues, ities.
designs the method for collecting information, manages 3. Public accommodations. All new construction must
and implements the data collection process, analyzes the be accessible to individuals with disabilities.
results, and communicates the findings and their implica-
tions” (MarketingPower, Inc., Marketing Definitions, 4. Telecommunications. Telecommunication compa-
nies must have a telephone relay service for individ-
2005).
uals who use telecommunications devices for the
The AMA disseminates information through four
deaf (TTYs) or similar devices.
scholarly journals, which provide forums for sharing mar-
5. Miscellaneous. This title includes a provision pro-
keting research efforts; three business magazines, which
provide discussions on emerging marketing issues for sen- hibiting coercing, threatening, or retaliating against
ior-level marketing executives; and one newsletter, which individuals with disabilities or those assisting them
addresses all aspects of marketing, including insights on in asserting their rights under the ADA.
ethics, new products, and more. Online versions of these
The protection of the ADA applies primarily, but not
publications are available at www.ama.org/pub. More
exclusively, to individuals with physical and mental dis-
information is available from the AMA at 311 South
abilities.
Wacker Dr., Suite 5800, Chicago, Illinois 60606; Built on a foundation of statutory, legal, and pro-
(312) 542-9000 or (800) AMA-1150; or online at grammatic experience, the ADA was modeled after the
http://www.marketingpower.com.
Civil Rights Act of 1964 and the Rehabilitation Act of
SEE ALSO Marketing 1973. In order to understand the basis for the enactment

ENCYCLOPEDIA OF BUSINESS AND FINANCE, SECOND EDITION 27