This research paper will analyze the various marketing strategies that will help in enhancing the brand of a library. This paper will also reflect on importance of information, but in this age there is information overload and what is required is right amount information to right people at right time. | Marketing of library and information resources in university libraries a case study of Allama Iqbal library of university of Kashmir International Journal of Management IJM Volume 7 Issue 7 November December 2016 97 Article ID IJM_07_07_009 Available online at http ijm JType IJM amp VType 7 amp IType 7 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication MARKETING OF LIBRARY AND INFORMATION RESOURCES IN UNIVERSITY LIBRARIES A CASE STUDY OF ALLAMA IQBAL LIBRARY OF UNIVERSITY OF KASHMIR Dr. Sumaira Assistant Professor The Business School University of Kashmir India Tasleem Ara Wani Research Scholar The Business School University of Kashmir India Faiza Ali Dhar Research Scholar The Business School University of Kashmir India ABSTRACT Nowadays information is considered most important resource by academicians practitioners and corporate all over the world. Marketing has been a contentious issue for several specialists of information and librarians as well. After thorough data analysis and interpretation it was concluded as marketing can prove beneficial in managing information resources as well. So a compulsion was felt by librarians to understand marketing strategies and implement them in marketing of information resources of libraries. IT revolution has open new pathways for information services provided by libraries. And because of this more formats of information services and products are available due to which libraries have become more attentive and competitive as well. This information technology revolution has not spared libraries and exercised tremendous pressure over it. The various issues faced by library professionals are compelling them to adopt various marketing mechanisms of managing library information systems in efficient and effective way. Marketing will help librarians to recognize the service users and assess their information .
