professional marketing is discussed, using classic conceptions of marketing, endomarketing and personal marketing, described in the literature in the areas of administration and library sciences. because of the emergent need in actions that aim at the compensation and social valuation of the librarian, the article suggests to distinguish stereotypes made around his/her image, which hinder a correct public visibility of the profession. it also describes actions for application of marketing for image promotion in personal, academic and institutional levels, especially by education institutions and representative category associations in order to consolidate a positive image of the librarian.
