The aim of this study was to look into the cutting-edge methods for library marketing with encountered issues by librarians. The urge for marketing in the university libraries of Lahore and the present approaches used by university libraries to promote library and information services, and suggestions for increasing that marketing is encountered in in-depth study. The present study consisted of four objectives including the demand for library service marketing, present strategy on library promotion, the challenges in library marketing and to improve library service promotion including the innovation tools for library marketing. A quantitative research approach and the survey method based on the questionnaire with six main elements was presented through convenience sampling. The data was collected from 127 library professionals through a questionnaire. The present study reported that the marketing of university libraries required strengthening the interpersonal interaction between librarians and users to identify the information needs of users, achieving a high degree of customer loyalty, educating users regarding the achievement of library usage, and accomplishing educating of the library. The findings revealed that respondents adopted social media applications for marketing library services to increase the personal relationship between staff and users. The method used by librarians for marketing including sending letters to users about newly added services through E-mail and text messages, provision of electronic access to information, having the representative in institutional functions for library marketing, and use of leaflets and posters. This study is geographically limited to the university library in Lahore.

Keywords : Marketing of LIS; Challenges in LIS marketing; Strategies for LIS marketing; Innovative tools.