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Australian academic libraries have been considered essential to educational and research endeavours and have relied on institutional financial support for their continuing operations. However, change is in the air. Students are paying increasing percentages of the costs of their education and direct public funding from government is shrinking as a percentage of income. The value of the library is also being called into question with increasing "googleisation" and new generations of students are making new demands on library service provision. Directors of libraries are competing with multiple demands for funding on their campuses. They must understand client needs, plan service provision, promote the services available, deliver them efficiently and effectively and fight for financial and other support.Marketing has become an essential tool in ensuring required funds are secured and that services provided meet the needs identified. Using various market research techniques including surveys, focus groups and analysis of suggestions, libraries can understand the needs and design appropriate services and facilities.

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