8. CONCLUSIONS University libraries in Kerala are being challenged dents as never before to maintain their relevance in higher of the education and to their academic community. However f the only if they market their services effectively to cts or their users, they will continue to hold a prime role pacity in fulfilling the information needs Therefore. they should take up this challenge with proper marketing strategies and techniques and integrate marketing and communication. The use of web technology has to be made profusely for the achievement of n, they this goal nce of nent of