With attendance expected to be down by 20 percent or more at many association events this year, the talk of the town is all about how to boost attendance with better marketing. This special section on “Marketing 2002” surveys industry pros for tips and insights, and a new way of looking at marketing in general.

When it comes to the latter, no one seems quite the visionary that Linda Higgison is. Over the last 25 years, the president and CEO of The TCI Companies Inc., Washing

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