Effective marketing helps an organization to mobilize demand for its services and use its resources efficiently at full capacity, so that it can maximize its income and better ensure its long-term sustainability. In the past, some organizations have tried to increase demand for their services through extensive publicity and advertising directed at potential clients. Approach to marketing identifies its target customers and understanding their needs well, then adjusting internal organizational attitudes, activities, and systems to make services more client-oriented, and promoting these improved services through low-cost techniques.

• define a unique niche, or role and image, for their organization in the marketplace;
  
• unite all operational, administrative, and managerial efforts and focus them on the target populations identified in their organizational mission;
  
• provide their target populations with a clearly identified set of services and products that reflect the organization's niche;
  
• provide these services in ways that satisfy their potential clients' needs, preferences, and aspirations;
  
• always concentrate their limited resources on their target populations.