Library users' evolving information needs and their choiceof search methods have changed reference work profoundly.Today's reference librarian must work in a whole new way-notonly service-focused and businesslike, but even entrepreneurial.Murphy innovatively rethinks the philosophy behind currentlibrary reference services in this thought-provoking book, which Rebrands reference librarianship on the model of aconsulting business, providing a renewed vision of thereference desk by treating patrons as clients Spells out the importance of the patron's voice, and detailsmethods for building and maintaining relationships withpatrons Identifies the reference librarian's competitive advantage over Web search engines andshows how to capitalize on itMurphy adapts existing business practices and programs to the context of the library, allowingfrontline staff and administrators in any type of reference department to monitor and continuouslyimprove their library's services.