We provide a descriptive analysis of the current state of marketing to and through associations, and suggest avenues for research, particularly in the business-to-business domain. At the outset, we describe how marketing to and through associations has achieved tremendous success, and has accomplished breakthrough results in terms of marketing effectiveness and efficiency in a wide range of industries, and discuss the benefits to all stakeholders in the process. Subsequently, a framework is proposed for identifying research opportunities at different levels of analysis in understanding this phenomenon. A case study involving AARP is used to illustrate the myriad of B2B transactions involving associations. A goal is to support additional research efforts in the area of business-to-business marketing to and through associations.
