Purpose - This paper aims to examine the role of marketing to new generations of library users. Design/methodology/approach - The paper reviews classical marketing texts and current user studies for applicability to library service. Findings - The paper finds that libraries can apply classic marketing principles to attract and better serve new generations of users. Although libraries no longer have a monopoly on information sources, libraries do offer value-added services. Originality/value - By underst anding the users and their contexts, the paper proposes various strategies of value to market librarians and library resources.