Book excerpt: It explores the strategic new services and cross-departmental collaborations academic libraries are creating to support research: publishing services, such as institutional repositories and undergraduate research journals; data services; copyright services; poster printing and design; specialized space; digital scholarship services; awards; and much more. These programs can be from any discipline, can be interdisciplinary, can be any high-impact format, and can reflect upon an institution's own history, traditions, and tensions. As higher education becomes more competitive--for dollars, for students, for grant money, for resources in general--institutions will need to increase their development of programs that provide the experiential and deep learning, and increased engagement, that research provides. The scholarly and extracurricular experiences of college are increasingly becoming a major part of marketing college education. .