The present study was conducted to find out the current situation and perceptions of library professionals about marketing of library and information services and products in university libraries of province of Punjab and Capital of Pakistan--Islamabad. The study focused on the attitude of professional staff working in the libraries towards different aspects of marketing especially the “4Ps” i.e. Product, Price, Place and Promotion. The results revealed that most of the university libraries are not implementing marketing techniques. However, few libraries are using some promotional techniques. Moreover, most of the respondents suggested that marketing should be applied in libraries in its true sense. Similarly, the findings showed that the Libraries should also design and maintain quality services and products according to users’ needs and new channels for the delivery of services and products should also be introduced.