Arguing that marketing appears to be a solid means for creating users' needs for information as well as for attracting potential users to the library, this paper reviews the current literature in Brazil on marketing information services and on user education. It also discusses the current status of library education in Brazil. An analysis of the specialized literature in Brazil shows that only a few articles have been published in the last few years dealing with the topic of marketing in libraries. In library education programs, the subject of marketing is being taught in Brazil mostly in specialized short courses; e.g., at the master's level, the topic is introduced as a module in the discipline "User's Study" in some courses. It is hoped that a new curriculum in library science started in 1984 will cover marketing concepts and strategies at the undergraduate level. Although a review of the literature on education of library users finds that education is taking place mainly in the university libraries, some articles also describe user education in special libraries in the fields of agriculture and medicine. The paper concludes with a brief description of the program being developed by the Central Library of the University of Rio Grande do Sul, which is making an intensive effort to prepare librarians of the university library system for the role of educating users. (THC)