This guide is organized to help managers and Boards of Directors work through a shared process of strategic marketing. Each chapter deals with a component of strategic marketing. By working through the book chapter by chapter, farmers market management will learn to create and implement a strategic marketing plan. However, this book is not intended to be a one-time exercise. This effectiveness and success of managers, vendors, and farmers markets themselves, depends on continuous development and application of research, knowledge and skill in researching market trends, establishing priorities, setting goals, and choosing, implementing, and evaluating strategies to improve your market.