"Real-Life Marketing and Promotion Strategies in College Libraries" is a 'how-to' guide to marketing and promotional activities that will raise the library's visibility in the face of increased competition from other information providers. Academic librarians draw on their own experiences with real-life examples of what works (and what doesn't) when developing, implementing, and evaluating on-campus marketing initiatives. Librarians will learn how to use surveys, focus groups, advertising, target audiences, community outreach, and public relations to learn more about the needs of the library's users, how to make improvements to meet needs, and how to communicate the improvements to students and the faculty. Academic librarians just getting started or well into their careers will benefit from the book's practical approach to using marketing and promotional techniques that are effective and affordable. Each article of "Real-Life Marketing and Promotion Strategies in College Libraries" includes tables, figures, and appendices that provide tangible examples of marketing and promotional activities that really work. The book also includes a bibliography of effective marketing resources that's kept up-to-date through an accompanying Web site. "Real-Life Marketing and Promotion Strategies in College Libraries" is an essential professional resource for practicing academic librarians and library directors at colleges and universities.