A theoretical approach to the marketing/PR process within the management structure of libraries. Contents include the definition of marketing and public relations; their historical development, principles and concepts; process, program planning, and practice; library marketing and PR promotion techniques; analysis and evaluation; marketing/PR plans for specific libraries; national library marketing and PR; trends in library marketing/PR; and a brief discussion on the relative merits of marketing as opposed to public relations for libraries. All types of library are covered; academic, public, school and special. The emphasis is on current marketing practice and how it is being used in libraries, as well as on its potential for use in libraries.