Decreased resources, increased accountability demands, and the need for economic survival have made the evaluation of the outcomes of continuing education efforts in nursing a salient need. Economic survival, in particular, is largely dependent upon the skill of the continuing educator in achieving the desirable balance between organizational and market needs. Marketing is a valuable tool for enhancing the utility of the decisions resulting from outcome evaluation in continuing education. It is, however, a tool that is usually not part of the repertoire of most evaluators of continuing education programs in nursing. This paper explores the value of applying the marketing concept to maximize the utilization of findings from outcome evaluation in the administration and development of continuing education programs in nursing. More specifically, a marketing management viewpoint is elaborated and the specific steps to be undertaken in applying the strategic marketing process to continuing education programs in nursing are detailed. A marketing plan for continuing education in nursing developed for employment in a continuing education nursing program in a large complex health care center is presented as a prototype for how the desired relationship between marketing and continuing education outcome evaluation can be achieved. (PN)