Abstract

The paper grasps and outlines the concepts and practices of library marketing as well as generally the marketing of non-profit institutions or organizations, conceptually defined as symbolic marketing- However, what is termed here as symbolic should not be understood as a "weaker " version of marketing, but as the proper way in which marketing perspectives can be actually implemented in such institutions; that is, as a practice which concerns and mobilizes all services and activities of such institutions. The paper also presents the factual initiatives which have been going on for years - quite successfully - in the "Lucian B/aga'' Central University Library, Cluj- Napoca. Romania, especially around the library's periodical, the review Philobiblon. and on the basis of which recent 'projects " can also be conceived more consistently.