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Abstract
The marketing process, in the health care sector, has been an accepted and recognized practice for many years. Published literature in the medical library field has discussed the importance of marketing principles in successfully conceiving and implementing programs and services. Many libraries successfully develop and promote programs and services, while not consciously employing “target marketing,” the marketing mix, or a marketing plan. This paper presents a comprehensive view of marketing, outlines core marketing concepts needed for planning and implementation of a marketing plan, and focuses on outreach marketing of programs offered by Munson Community Health Library (MCHL). Framing MCHL programming in the marketing model provides a framework for future planning and evaluation of success to internal and external markets.