6 Marketing: Realistic Tips for Planning and Implementation in Special Libraries
While many librarians are aware of the need for marketing, very few have the time to institute a program. This is a mistake, according to Amelia Kassel. She says that marketing and writing a marketing plan are critical to the future of the information profession.

12 Identify Your Brand, Before You Market
To add full impact to their marketing programs, librarians must know their brand, according to Laura Claggett. Among the things she urges librarians to look at are who buys their brand and why, who the competition is, what their brand offers against the competition, what their brand stands for, and why people should believe in it.

18 What's in It for Them? Communicating the Value of Information Services
One of the keys for information services to remain valuable in the eyes of their users is being able to communicate their value. Chris Olson thinks libraries must establish their value with their target market and determine how they see value. Once this is determined, information services should look at ways of communicating and branding value.

24 What Is Marketing in Libraries? Concepts, Orientations, and Practices
In recent years, marketing has been gaining importance in libraries throughout the world, according to Dinesh K. Gupta and Ashok Jambhekar. Reasons for this include self-support policies, increasing competitiveness in the marketplace, rising customer expectations, and widening access to information.

32 Building a Message: A Small Colorado Group Helps Librarians Branch Out
When they noticed that librarians in Colorado needed better marketing skills, Dorothy Norbie and Christine Hamilton-Pennell knew they had to do something. What the two librarians did was create the Colorado Library Marketing Council (CLMC), an organization that provides seminars and online learning opportunities to librarians in Colorado.