Business Cases and Solutions

ISBM (Segmentation, POSITIONING) Case


The ISBM is a non-profit global network of researchers and practitioners headquartered at Pennsylvania State University, largely supported by corporate membership fees. ISBM membership renewal was under pressure in 2008 due the economic downturn, the ISBM needed to determine how best segment and target its existing and prospective members to maximize retention and growth. Students are challenged to determine the appropriate segmentation for existing members as well as how to classify prospective members according to the segmentation model.

Recommended Software

Segmentation and Positioning in Marketing Engineering for Excel

Registered instructors may access additional case resources on this page by logging in to our website.

Tags: Positioning Segmentation