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Margaret and Gerry McNulty of Oranmore, County Galway, are an example of the innovative opportunities that exist for agritourism development and for alternative farm enterprises. The McNulty''s have established a health farm and like many other owner/managers, find it a challenge to execute effective, affordable marketing campaigns to support the promotion of their enterprise. The case examines the applicability of marketing principles and practices within the SME domain. Although the development of an effective marketing information system and appropriate marketing mix management are critical for future sustainability, the case more strongly emphasises the development of business and marketing communications strategies. Hence, consideration is given to Galway Bay Health Farm''s positioning within the market, the customers to target, and the communication messages and tools used to reach these customers. In addition, the case provides scope for consideration of current and future management planning and control issues. This case contains colour exhibits.