The four papers in this collection consider the attitudes, concepts, and techniques involved in marketing for non-profit organizations, and explore how librarians in higher education can use these ideas to optimize the effectiveness of their service provision in a time of economic constraint. In "Marketing the Academic Library,"…

The way that a college can transform its periodic self-study process into an ongoing program is addressed, with a focus on the contribution of the institutional research office. Also considered are data elements that self-studies most often require and the way that data elements relate to judgments and interpretations made through the self-study.…