In the changing ICT environment, the expectations of library users have increased enormously. As a result, it is a huge challenge for libraries to render effective services to the user community at large. Marketing and promoting library services is an innovative task. It requires meticulous and continuous efforts to attract more users to the library. This paper highlights the innovative practices adopted to market the library services at SKM’s J. M. Patel College of Commerce, Mumbai. The paper also emphasizes conducting effective research ethically and responsibly. Further, it advocates optimum utilization of library resources through marketing innovative practices to fulfill the goals of the parent intuition.
Keywords: Marketing of Library Services, Innovative Practices, Academic libraries.
