Abstract:

The marketing concept of today's library and information centers covers various topics such as management of libraries and commitment to. This paper discussed marketing and its current approach to library and information services in the 21st century and the 4ps (product, price, place and promotion) of marketing mix. In modern age, the library and information services (LIS) are customer (user) oriented. Therefore, users' priorities, expectations and needs are taken into account. The services should be value added according to the current requirement of the users. The study also examines the 21st century demand for marketing, library customer/users and library and information professionals. The use of social media was x-rayed and librarians are to understand the nature of information, needs of users, and the transfer between people and information. For the library in the 21st century to remain competitive, and relevant, it has to change its image to a user-oriented service organization with knowledge-based social structure.