Consensus is that any provider of products or services should be engaged in marketing. It is usually less clear what sort of marketing activity is appropriate, how to relate it specifically to library services and how to do it effectively without an in-house expert. This guide begins with the principles of marketing, and relates the basic concepts of product, pricing, placement and promotion to the library world. Subsequent chapters deal with market research, customer service, merchandizing, strategic market planning, marketing and fund raising, and marketing and political issues.