Marketing professional associations

Abstract

Worldwide professional, trade, research and other associations are losing membership because of increasing economic stringency and the failure to demonstrate the benefits they can deliver. This is a vicious circle, because loss of membership reduces their critical representational and protection of standards function. Shows how associations, by adopting marketing techniques adapted to their specific needs, can obtain and retain members, ensure corporate support and, as importantly, increase the level of membership involvement within the association. Gives examples of how two associations establish and monitor member need and the values they place on the services provided.