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In the academic environment, too little attention is paid to marketing activities, especially in academic libraries where marketing and promotion of the library and its services are important to make users aware of the library's existence, collection, and services. Recently, academic libraries have faced some significant changes that extend library services well beyond the boundaries of the traditionally most important lending of (printed) materials. They are taking on more and more new roles as new services are rapidly developed. Branding and marketing specialized library services in an academic library can be successful if theoretical concepts of marketing planning are considered. The basic marketing strategy using the concept of the "7 P's" of the marketing mix is presented using the example of the Central Economics Library, demonstrating the appropriateness of the concept for academic libraries. The presentation of the marketing plan of the Central Economics Library will show that it is possible to successfully market new, specialized services and create a new brand. For Central Economics Library, the marketing planning process involved determining the strengths and weaknesses of the services, user segmentation, marketing objectives, and finally analysis of the services after the marketing activities were carried out. As society and technology change very rapidly, user requirements also change dynamically, so libraries must constantly adapt to this and create new marketing plans. [ABSTRACT FROM AUTHOR]