ROLE OF MARKETING IN THE 21ST CENTURY LIBRARIES IN PAKISTAN.

The purpose of this paper is to explore the concept and need of marketing in library and information centers in Pakistan. It discusses the fundamental concepts of marketing and their relevance to LIS. The modem libraries are compelled to justify their need for resources and ought to provide customer oriented services. This requires paradigm shift from product orientation to customer orientation, from collection-centered to clients centered libraries. The paper also aims to address the myths and fallacies regarding use of marketing tactics in library services and suggests that applying marketing thought in Pakistani libraries is direly needed to meet the needs of the 21st century sophisticated society. [ABSTRACT FROM AUTHOR]