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This article appears in Chapter 2 - Re-engineering, which presents some options on how to re-engineer technician education and training (TET) systems and institutions. Tuason develops a rationale for the marketing of TET, on the basis that competing demands for public finance will force the institutions to seek funding from other sources. He acknowledges that, being basically educational bodies, TET institutions often do not have marketing experience and he develops procedures that a non-marketing person can follow. These include: preparing a marketing plan; situational analysis; assessing the potential market; setting marketing objectives; setting prices; and developing a program management strategy. Tuason concludes that developing a vigorous marketing strategy could make the difference between merely surviving in the current environment or, instead, responding effectively to clients' needs.