Some open source geeks have a deep-rooted skepticism about marketing. This talk will demonstrate why marketing is not evil. Quite the opposite, all participants within an Open Source ecosystem rather benefit from reasonable marketing and communications. Attendees will first learn about the basics of marketing Open Source software. Next, we'll take a close look at how marketing and community communications relate to each other and differ from each other. Then, this talk will analyze the Joomla! ecosystem and its stakeholders from a marketing perspective. The analysis will allow to better understand which marketing and communication tactics each of the stakeholders could apply. For example, how developers can effectively communicate within mailing lists, or how system integrators can successfully position themselves as Joomla! experts on the Web or in sales pitches. By the end of the talk, attendees should have gained valuable insight from lessons learned and take home knowledge about a marketing framework they can use for fueling their own success.