In this speech, the authors contend that the adoption of a marketing approach by the disseminators of educational research and development product might well lead to a more effective way of getting products into use by educators. The marketing concept as defined comprises the planning of a coordinated set of products and programs to serve the needs of existing and potential customers. The authors explain how this marketing approach to dissemination might be adapted and applied by a product development agency, touch briefly on some of the elements of such an approach already in process, and point up some of the problems that will have to be solved if such an approach is to be implemented. Each one of six characteristics of the marketing approach is examined, and the relationship of each characteristic to the development of a better dissemination strategy by R&D agencies is explored. (Author/DN)