This guide presents an overview of marketing and its potential value in continuing education programs for nurses. The first portion of the guide briefly discusses the concept of marketing. It contains definitions of key marketing concepts (product, place, price, and promotion), discussion of the basic tenets of marketing (consumer needs orientation, integrated marketing, and customer satisfaction), and steps for conducting a marketing audit (marketing environment, system, and activity reviews). The second portion covers marketing continuing education for nurses. It contains a detailed description of a sample marketing audit conducted at a fictitious university. Topics covered in the environment-review section of the audit include market segmentation by type of position, interest area, and demographics; the university and its publics; continuing education and its publics; oncology (by position and place of employment and by practice area and needs of practitioner); gerontology (by position and place of employment and by practitioner and needs); symptoms and contributing factors and identification of problems of burnout; and helping the family support system. Appendixes contain an area needs analysis and a needs assessment for nurse practitioners. A selected annotated bibliography is provided. (MN)