Marketing the 21st Century Library systematically and concisely teaches students and practitioners how to and why they should market and promote academic libraries. Librarians need to use marketing not only to advertise and promote resources, but also to boost the profession and the role we play. The book introduces key marketing concepts, followed by the history of library marketing. Subsequent chapters guide readers through a series of tools and resources so they can create their own marketing plans, concluding with an exploration of resources, services and further readings.

Introduction -- From the past to the future: library as place -- Marketing plan research and assessment -- Creating the marketing plan -- Project control: managing marketing initiatives -- Partnerships -- Resources and services to promote -- Using technology to market and promote -- Marketing a profession: marketing the future.