The aim of this Bachelor´s thesis is to describe the phenomenon ofmarketing. Four public libraries in the County of Kalmar have beenstudied in the aim to obtain information on their current marketingin the autumn of 2004, as well as their view of marketing and itssignification in connection to a vision that the Regional Library inKalmar has established. The vision is that the County of Kalmar isgoing to be the best Region of Libraries in Sweden in the year of2010. Target markets for the vision is the general public, studentsand entrepreneurs. The study has done a landing at an early stage ofthe vision, the starting point of which was in the year of 2001. Themethod used has consisted of interviews with four chief librariansof public libraries, and also an interview with the Chief of theRegional Library in Kalmar. The results of the study have shownthat these public libraries do not use any marketing planning.Therefore they lack a complete grasp of their marketing. Even themarketing of the vision lacks marketing planning. This results in agap between the management and the library personnel. Among thekey questions has been how to measure “best” and also if the librariesare ready to meet the needs of the entrepreneurs, a totally newtarget market for these public libraries. Until the time of our study,the chief librarians have been quite content with the marketing ofthe vision to the politicians, but displeased with the marketing tothe library personnel. / Uppsatsnivå: C