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," Elizabeth Esteve-Coll discusses some underlying principles tested by her own practice, and stresses the broader social, cultural, and educational context that should inform marketing decisions. In "Surveying the User and User Studies," Colin Harris offers a critique of some tested methods of user investigation applicable in the marketing context. In "Preparing a Marketing Plan," Jack D. Cairns offers a case study that highlights the complex issues underlying a marketing approach: a demand for a combination of planning and directing skills, a facility for mastering detail, and an ability to respond to change. Finally, Blaise Cronin's "Improving Your IQ Innovation Quotient," returns to a discussion of principles including questions of mission, market, and resource analysis. (THC)