This resource explains the role of marketing in achieving an organization’s goals and in increasing demand for services.

It discusses key marketing principles and strategic questions that managers should consider when deciding whether to embark on a marketing program. It suggests steps for laying the groundwork for a comprehensive marketing program with a marketing team and deciding where to focus marketing efforts. The issue also offers strategies an organization can use to strengthen its mix of marketing elements: product, population, price, place, production, and promotion. Implementing the right mix of these elements through a marketing plan can help an organization build a mutually satisfying relationship with its clients, the groups that purchase its services, and its supporting community.