The ARC is the Academic Resource Center, the Web site for the Academic Division of the American Marketing Association.

The address of the ARC is http://www.ama.org/arc or http://www.marketingpower.com/arc. The ARC is a section of the overall AMA (MarketingPower) Web site. 

Clicking on the letters "ARC", which appear on all ELMAR pages as well as on the ARC itself, as you can see in the bold headline on this page, will take you to the ARC home page. 

The goal of the ARC is to be a timely, trusted, useful and enjoyable source of information for the worldwide academic marketing community, or in summary, to be the portal for all the online needs of academic marketers.

There is always a desire for volunteers and contributors to the ARC.

The editor of the ARC is Charles Hofacker.  You can reach him at arc@ama.org.

A recent AMA survey found low awareness of the ARC.  This was replicated with an ELMAR poll.  Hence the ad campaign.