Muhammadiyah University of Yogyakarta (UMY) always struggles to improve the quality of its alumni and direct its through educational process to be A Leading and Islamic University. Considering the aim, Library becomes a significant element to conduct researches and or scientific papers that can be used as references nationally and internationally, create academic atmosphere in growing open thoughts, critical-constructive, and innovative thoughts. UMY's Library conducts some improvements and improve its service quality in order to be more well-known and usefull for its academic community. This research aims at finding how the Library of UMY marketing management is and how SWOT analysis to libraray marketing mix in applying the appropriate strategies of library development. This research applies descriptive-qualitative method. The sorce of this research is Vice Chancellor I of UMY, Head of UMY's Library, Library Staff, UMY's librarian and 16 students. The data is collected through interviews, observations, and documents analysis. The data analysis is done by reducing data, displaying data, verifying, and making conclusion. The library marketing management is better done by all libraries because the improvement will be useless when it is not marketed. Library service utilization and trust given by customers to the human resources of the library become a benchmark of the applied marketing success.