The literature on educational marketing to date has been concerned with the ways by which schools market and promote themselves in the community, their strategies to maintain and enhance their image, and the factors affecting parents and children and the processes they undergo when choosing their junior high and high school. Yet, there remains a paucity of research on principals' patterns of involvement in the marketing and image-building of their schools, and on the potential impact of these new managerial activities on principals' careers and well-being. To fill the gap in this respect, the current study aimed at providing insight into principals' subjective interpretations of their role in marketing their schools, and the meanings they attach to issues of school marketing and school image-building. More specifically, two questions merit highlighting: (a) What is the place given to role tasks related to marketing and image-building in the principalship; and (b) What is the perceived impact of marketing on principals' careers and well-being? Open semi-structured interviews were conducted to expose the personal perspectives of the principals. The study found that the school principals emphasized the key role of marketing in competitive educational environments, along with some discomfort stemming from the need to be engaged in promotion, public relations, and other forms of marketing. The principals' role in the performance of this new managerial function and its implications upon their well-being and careers are discussed.