The first section of this paper provides a theoretical common base for understanding basic marketing principles which apply to the general market environment, particularly to aquaculture. The second section describes the contemporary food-market sector in which the Mediterranean aquaculture largely operates. The paper proceeds with an identification and brief evaluation of the potential and actual advantages and disadvantages the Mediterranean aquaculture products currently possess. A general marketing approach is proposed. As the consumers segments broaden and market competition widens, the appropriate planning of an marketing strategy becomes imperative. Demand for aquaculture products needs to be stimulated and promptly proceeded by supply of such products. New species should ideally aim at consumer groups with identified but largely unsatisfied needs. Hence, the introduction of a new species in the market should be carefully planned, in order to increase the volume of consumers and not 'cannibalise' on the market share of the existing products.