Based on semi-structured interviews with high school teachers in Edmonton, Alberta, the reported study examined teachers' attitudes towards their roles and responsibilities in marketing their school, and the perceived impact of educational markets upon teachers' well-being. The teachers define marketing negatively and narrowly, resist any involvement of teachers in marketing their schools, and feel that working in a market-like environment leads to high levels of stress and uncertainty in their work. Yet many of them provided evidence of their contribution to prospective students' recruitment by promoting their subject matter in the open house. Theoretical and practical implications are suggested. (Contains 1 footnote.)