ISBM (Segmentation, POSITIONING) Case

Summary

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.

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