The authors report the findings of a survey of architecture firm principals concerning the status of marketing in the architecture profession. Among other key findings, the vast majority of responding principals consider marketing essential to new business development, and believe marketing's importance to firm success is increasing. However, fewer than half of the responding firms have a marketing plan in place. Architecture firms are more oriented toward public relations than marketing, and large firms are more involved in marketing than small firms. Overall, the results suggest a somewhat limited understanding of marketing's role and potential, and the need for architecture firms to either develop better internal marketing expertise or rely more heavily on experienced marketing consultants.