At one side India is marching towards becoming the knowledge based society in present era and at the other side the importance of librarianship and LIS professionals is growing rapidly world widely. Due to this the new changes and the new challenges have been also emerging in librarianship, thus, there is a need to consider and give due importance to the adaptation of these changes for the purpose of sustainability and survival. Therefore, it is the need of the hour to redesign and reshape the functioning and to work dynamically. Indian librarianship not only welcoming these new changes and challenges but also adopting with open arms the new Information and Communication Technology and applying technology in redesigning and reshaping the entire functioning of the libraries for making them most efficient and effective library and information system. Out of many new challenges which have emerged in the past one decade or so one of the most challenging and dynamic change of Indian librarianship is the march towards applying the marketing management techniques and tools to make librarianship much more manful, thus, it has become a powerful tool in meeting the contemporary challenges.
Librarianship Issues, Librarianship Challenges, ICT, Marketing
