Marketing in health care is the process of developing, promoting, and administrating health care services to a client for the benefit of both. The success of a nurse executive in the area of marketing is dependent on the appropriate application of marketing principles, including assessment and/or awareness of needs, development of new services, promotion of current and new services, and target market development. The author discusses how the nurse executive can aggressively promote services based on consumer demand states and effectively use advertising, publicity, and personal promotion strategies.