Strategic Marketing of Library Resources and Services.

The development of marketing activities for an academic library as an outgrowth of an overall library strategic plan can assist in clarifying which key resources and services should be promoted and in developing the optimal activities for communicating their benefits. Marketing as an ancillary process to strategic planning can increase awareness and use of library resources and services among targeted user groups and can present a clear, consistent image to students, faculty, and administration as to what the library offers to the life of the university community and validate its continued funding. A permanent library marketing committee is the best means for coordinating library marketing activities. [ABSTRACT FROM PUBLISHER]