Marketing: a tool for survival.

Surviving the changes in radiology, especially reimbursement changes, will call for new management techniques. One of these new approaches is marketing: it gives radiology managers the tools they need to become more aware of customers' needs and to direct their organizations to meet those needs. This article will attempt to dispel some myths about marketing, to describe the role of marketing in the radiology setting, and to walk through a step-by-step program for involvement of the radiology department in marketing.