Marketing? What marketing? Accounting? Isn't keeping up with the budget a big enough headache? We can almost hear your groans. Marketing is a significant part of most corporate budgets and resource allocations. It is particularly important for service organizations such as libraries, but the terminology hasn't been used until recently. Current library literature shows more librarians addressing the need for marketing in all its facets. However, still missing from most studies for nonprofit institutions are cost accounting models and methods to track all relevant marketing costs.