The International Federation of Library Associations and Institutions (IFLA) is the leading international body representing the interests of library and information services and their users. It is the global voice of the information profession. The series IFLA Publications deals with many of the means through which libraries, information centres, and information professionals worldwide can formulate their goals, exert their influence as a group, protect their interests, and find solutions to global problems.

Public libraries can operate more efficiently, serve their communities better, attract more users and supporters, and raise more funding if they apply basic marketing principles and techniques to their operations. This book shows how. With a vision of the library as a healthy and integral part of the community, the book offers effective strategies that apply marketing principles to such functions as library services and collection development.

Public librarianship is a constantly changing field, and the direction of its development depends on theoretical and applied research. This book examines many of the research needs in public librarianship and discusses appropriate strategies to meet those needs. The chapters, written by active researchers in the public library field, reflect a variety of issues and opinions. Included are chapters on the evaluation of collections, community awareness of the library as an information source, models for library siting, and communication between librarians and public library educators. Recommendations for further investigations provided by the researchers identify possibilities for increasing knowledge in this field, and a bibliographic essay organizes and summarizes much of the work discussed in the text.