This paper attempts to study the marketing library and information services in academic libraries in India. Academic libraries plays a vital role in every institution by offering services to their users which comprises of academic staff, undergraduate students, postgraduate students, researchers, nonacademic staff and many other users in the academic community. Library management interacts with the environment and is also influenced by it. Library management gets input, energy and materials from the environment. Library and Information Services managers need to be constantly active to be effective and efficient in the changing environment. As study concludes with that library user is very essential part of any academic library in the world. Users are the most important in any library environment because the aim of every academic library is to provide excellent services to the users.