The Guangdong-Hong Kong-Macao University Alliance for Marketing (referred to as “the Alliance for Marketing”) was established by collaborative peer institutions in the Guangdong-Hong Kong-Macao region, in alignment with the principles of the Greater Bay Area Development Plan. It was approved by the Guangdong-Hong Kong-Macao University Alliance and registered with the education administration authorities in 2023. The Alliance for Marketing aims to promote the marketing discipline through innovative academic contributions and to enhance the quality of marketing education and talent development. The Marketing Alliance secretariat is in the School of Management, Sun Yat-sen University. The APMA was proposed and established by the Alliance for Marketing. Its core values are integrity, progressiveness, innovation, and openness. The inaugural APMA was held at Sun Yat-sen University in 2023, followed by the second conference at City University of Hong Kong in 2024. APMA has become a vital platform for academic exchange within the marketing discipline among universities in the Asia-Pacific region.