Now in its 15th year, MARCOM (May 27-29, Ottawa Convention Centre) is Canada’s national conference for marketing and communications professionals and executives who want to take a more strategic approach towards improving their business operations and results.

As someone who considers himself “in touch” with the marketing environment in the public and not-for-profit sectors because of our work in these sectors, I think that marketing provides a framework for organizational growth because it pushes traditional thinking.

Here are five reasons why I believe that every association should send one or more persons to this once-a-year event.

Reason #1: “Insanity is doing the same thing over and over again and expecting different results.” [...]