| Abstract: | SUMMARY Librarians need to embrace marketing and promotion to better understand customers' needs and to communicate with them regarding the services libraries offer. This chapter discusses basic marketing concepts and adapts them to the non-profit library environment. The marketing process, including the development of a marketing plan and the utilization of the marketing mix to develop tactics for promoting library services, is reviewed. The chapter lays the groundwork for subsequent articles, where authors employ these promotional techniques to develop and implement successful campaigns for promoting electronic resources. |
