Abstract
This article reports on recent experience of marketing in NHS hospitals. It is argued that the effective implementation of marketing depends on the development of a marketing process, a marketing function and a marketing philosophy. Effective marketing is hampered by poor communication, information and control mechanisms; and there is insufficient awareness of the idea of ‘relationship marketing’. Marketing functions need to be organized so that roles and responsibilities are shared through a partnership between some doctors acting as part‐time marketers and the full‐time marketing staff.