The paper sets out to stress that although marketing is often put forward as one of agriculture's weaknesses (or even failures) it is wrong to assume that good marketing is a panacea. It can in fact be argued that the emphasis on the importance and relevance of marketing in agriculture today is in the circumstances merely a natural development. The way ahead in milk marketing as much as agricultural marketing is for this development to continue gradually. Dramatic results should not be expected in the short terra but in time may be expected to contribute significantly to the survival of the dairy and agricultural industry in the UK.