Abstract
This article explores how information professionals and librarians, particularly those referred to as “one‐man bands”, can ensure a vibrant use of the library and information center (unit) in their organizations. The author notes that more often than not, lone information professionals and librarians believe the argument that because they have not been trained to “sell”, there is no point for them to market their units. But, as the author argues, lone librarians, and indeed all involved in the profession, should embrace marketing as an ally and use it to promote their work in a structured way both within and without the organization. A number of practical ideas are presented to ensure that information and library units justify their existence within an organization.
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