This paper has 3 major sections. The first is an overview of marketing. The second section focuses on some key finding on fishing participation and anglers' attitudes toward fishing, while the third section presents the implications of this research to marketing and promoting fishing. Marketing is a deliberate and orderly step-by-step process that begins with people (markets) and ends with products, services, programs, and strategies. Several major variables related to fishing participation are explored, including lack of time and competing interests, angler demographics, single-parent households and participation by gender. The paper concludes with specific recommendations to promote fishing and increase fishing participation.