This document discusses marketing concepts and their application to libraries. It defines marketing and provides definitions from various experts. It explains why marketing is essential for libraries to maintain relevance and funding. The core concepts of market segmentation, positioning, analysis, programs, and audits are explained. Different elements of the marketing mix are described in the context of libraries. The document emphasizes that information marketing is important for university libraries to promote use of resources, create demand, ensure optimal use, improve image, and tackle issues like rising costs and information explosion.