The basic activities of marketing are discussed, including gathering information and determining needs, designing a program around the elements of the marketing mix, and managing the marketing program. Following a general discussion, applications of the marketing concepts to a health sciences library are described. The administrator of the health service library is targeted for the marketing effort with examples and illustrations directed toward that individual. It is concluded that marketing can be a useful tool for health science librarians if they plan their program carefully and if the librarian and staff support the marketing concept. Nine references are included. (Author/THC)