In terms of philosophy and value systems, a trend toward conducting mental health business with distinctly bolder businesslike outlooks is detected. Thus, following the footsteps of the acceptance of grantsmanship as part and parcel of health service today, marketing and “marketingmanship” will surely emerge as a desideratum of operations. This will certainly pinpoint, perhaps for the first time, the whole range of who is giving what kinds of service to whom, in what context, with what means and approaches, and how in return the seller is paid. This is nothing other than a full recognition of what has been occurring all the time, namely that “marketing is a function of all organizations, not just business organizations” (Wish and Gamble 1971).