Public libraries can operate more efficiently, serve their communities better, attract more users and supporters, and raise more funding if they apply basic marketing principles and techniques to their operations. This book shows how. With a vision of the library as a healthy and integral part of the community, the book offers effective strategies that apply marketing principles to such functions as library services and collection development. Each of the 11 chapters addresses issues and questions surrounding the vital relationship between library and community - from general marketing principles and current trends to specific procedures for planning, collection development and promotion. Focusing on collection development, Sharon Baker outlines the major steps to establishing a market-driven selection, from creating a marketing mindset and training staff to evaluating success. She discusses concepts such as product analysis, market mix, life cycle, and point of purchase display within the library context. A variety of practical examples gathered from public libraries across the United States illustrate the text. The book shows how the marketing principles of product, price, place and promotion can be applied to collection development. It should be valuable for the professional collection of all public libraries and should also be helpful to other types of libraries.