This book gives readers an inside look at associations and the techniques they can use to reach their members. This premier guide thoroughly examines the association market--including motivation, decision making, and ``hot buttons.'' Readers will also find: case studies and examples from actual companies and associations in addition to key association personnel; resource appendixes that include associations able to assist in marketing; information on how to develop a marketing proposal specifically for associations--including a sample proposal; all the aspects of an association that makes it the ideal partner.

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