This paper proposes use of marketing methods to improve college health services and enhance their perceived value. Ten key marketing principles are defined: (1) value of the service as seen by the target population; (2) exchange clients perceive benefits received as exceeding perceived costs; (3) competition offering a better product than the competition; (4) market research; (5) segmentation subdividing the market into groups with different needs; (6) consumer analysis the in-depth study of each market segment; (7) marketing mix--the combination of product, price, and promotion specifically targeted to a particular market; (8) demand analysis of the demand for the product; (9) customer satisfaction the need to meet or exceed clients' expectations; and (10) brand loyalty achieved when clients continue to use the service provided. Specific steps are offered to help college health services integrate these marketing principles into their practices. These include: assessment, a marketing education campaign, consumer research, reading marketing articles and going to marketing conferences, hiring a marketing specialist, rewarding risk-taking and experimentation by health services personnel, breaking down consumer-perceived barriers, reassessing product design and promotion of health services, and conducting market audits of health services philosophy and practices. (CH)