In the current environment of increasing competition for shrinking resources and the dramatic changes in educational service delivery in response to recent technological advances, marketing is becoming increasingly important to the success of adult literacy programs. Individual attitudes toward marketing in the educational sector differ greatly depending on how the term is understood. Within the context of adult basic education, the objective of marketing may be understood as bringing about voluntary exchanges of values between adult literacy program providers and their target markets or constituencies. Organizations' philosophies will determine the kind of activities they undertake and the way they conduct those activities. Marketing philosophy demands that program administrators and instructors alike focus primarily on their students' needs and see those needs holistically. It is particularly important that adult literacy program administrators wishing to be proactive in their marketing efforts do the following: ascertain their program's service philosophy and determine how it can be made more effective, acquire marketing knowledge, and conduct market research. (MN)