The Association of College and Research Libraries (ACRL) provides several robust resources for librarians interested in honing their marketing efforts. The site links to both current and foundational materials, containing core concepts of marketing that will help academic/research librarians.
Marketing @ your library
The Power of Personal Persuasion: Advancing the Academic Library Agenda from the Front Lines (32-page PDF)
This toolkit delves into issues of personal power, persuasion and leadership for the frontline academic librarian and library worker, establishing the message and advancing the academic library's agenda, including best practices and lessons learned.
ACRL @ your library™ Toolkit for Academic and Research Libraries (40-page PDF)
Check here for information on how to tell your story, create audience-specific outreach strategies and build a marketing communications plan.
ACRL Marketing Minute (Facebook page)
ACRL's Marketing Academic and Research Libraries committee provides quick tips and insights into marketing research, trends and data.
Academic PR (e-mail discussion list)
Academic and research librarians share ideas and best practices in marketing and public relations.