Changing Environment of Libraries and its Impact towards Marketing of Library and Information Services

This paper attempts to study the marketing library and information services in academic libraries in
India. Academic libraries plays a vital role in every institution by offering services to their users
which comprises of academic staff, undergraduate students, postgraduate students, researchers, nonacademic
staff and many other users in the academic community. Library management interacts with
the environment and is also influenced by it. Library management gets input, energy and materials
from the environment. Library and Information Services managers need to be constantly active to be
effective and efficient in the changing environment. As study concludes with that library user is very
essential part of any academic library in the world. Users are the most important in any library
environment because the aim of every academic library is to provide excellent services to the users.