Author: Sheetal

Abstract: In a university library, the main strength lies in the information products and services they provide to satisfy the information needs of their user community. For marketing, it is an essential component for libraries to promote their products and services and to apply marketing strategies in the library context to better utilise information resources and services. The main purpose of this study is to examine the significant role of marketing in library products and services and to explore the various marketing strategies libraries use to promote their offerings. and to check Social media help the libraries in promotion of product and services and building a strong relationship with user and increase the awareness about the library resources and services among the users community, and finally suggest that Users centred marketing strategies need to apply for the better understanding about users need, behaviour; Marketing concept, tool and techniques are helpful to maintain the relationship with the user and help the libraries to improve their overall image.

Keywords: Marketing of Library Products and Services, Marketing Strategy, Information Services, Marketing Tool, and Techniques.

DOI: 10.22161/ijels.112.75