The marketing mix management has dominated market thought and research since it was introduced 40 years ago. Recently, the emphasis has moved from traditional marketing to a more relationship/customer-oriented approach. With the advent of technological developments offering easy availability and instant access to information, customers’ expectations for information have been raised to an enormous extent, both in terms of delivery as well as in the quality of information services and products. It is incumbent upon us, therefore, as librarians to build, develop and maintain relationships with our customers for long-term survival and growth in this competitive environment. These changes have also put under the spotlight the entire concept of what a library is and what it does. For us operating in the framework of an academic setting, libraries will always be necessary as a resource for gaining knowledge for students, faculty and staff. How well we maintain this level of necessity is in our hands. Our value will be judged by the effectiveness and quality of our service.