Tony Rossell serves as the senior vice president of Marketing General, Inc., in Alexandria, Virginia. A frequent writer and speaker on marketing topics, he is a contributing author to two books, Membership Marketing (ASAE 2000) and Membership Essentials (ASAE 2008). He also launched the annual Membership Marketing Benchmarking Report.
Mr. Rossell developed the concept he calls the 鈥淢embership Lifecycle鈥�. The lifecycle begins with awareness. Increased awareness facilitates new member recruitment. Engagement strengthens member ties and improves renewal. Finally, reinstatement seeks to restore relationships with members and completes the cycle.
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