Abstract
ABSTRACT The importance of marketing library services and programs to users is indisputable, but developing an effective library marketing plan can be daunting for individuals new to the task. Much has been written recently about ways to market the academic library, but there is more to marketing than simply hanging a flyer or distributing a bookmark. Now, more than ever, marketing should be a part of the library's overall strategic planning process. Libraries must develop a marketing plan that incorporates the library's strategic plan as well as the mission and vision statements. This article provides a step-by-step overview on how to develop a comprehensive marketing plan, from both a public and a private institution's perspective.
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