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Aim: This study was intended to investigate the marketing of library and information services in medical college libraries in the province of Punjab, Pakistan. Research Methodology: The study employed a descriptive survey research design. The population consisted of 55 medical library in-charges, irrespective of their administrative set-up (public and private). A self-administrated questionnaire comprising five-point Likert scale was prepared. Which was pilot-tested and revised. The questionnaire was used as an instrument for data collection consisted of seven main research questions with 72 items. The descriptive statistics, frequency, percentage, mean, and standard deviation of the data were analyzed by using IBM SPSS-23. Results: All the targeted respondents participated in the survey. Administratively, 18 medical colleges were functioning under the public sector domain, while 37 medical colleges were run by the private sector. The finding demonstrated the necessity of marketing library and information services in order fulfill the objectives of the library and inform patrons of the value of library use. Most of the medical libraries marketed themselves by providing valuable library services to their clientele. The competencies required for librarians in marketing library services are the ability to answer the user's query and evaluate, improve as well as introduce value-added services in the libraries. Furthermore, study's finding revealed that lack of funds, lack of the latest facilities to market library services and unsupportive attitude of administrations were the leading factors militating against marketing library services. Conclusion: Based on the findings it was concluded that more funds should be allocated, workshops and seminars should also be organized for librarians to train them on how to market their library services effectively. The curriculum of Library and Information Science/Information Management should be redesigned to accommodate marketing courses. Finally, librarians must be committed to improve their competencies and market their services in befitting manner. [ABSTRACT FROM AUTHOR]

Presently, the agricultural system and crops related to the environment are highly vulnerable to climatic variations in many regions of the world. Major crops are under serious threat due to floods and temperature variations in Pakistan. There is a serious need to disseminate climate smart agricultural knowledge for the farmers of Pakistan at urgency level for fast adoption of Climate Smart Agricultural Practices (CSAPs). This study mainly focuses on the adoption of CSAPs and associated constraints, which restrain the adoption rate. We selected 400 cotton farmers using a formula suggested by Kesley and Kumar (1989) for an unknown population from two very important cotton producing districts (Khanewal and Vehari). Interview schedule was used for data collection. The study explored that institutional role is very critical for adoption of CSAPs. In addition, economic barriers, lack of trained extension field staff, lack of training opportunities and lack of climate smart agricultural technologies and knowledge for cotton growers are the main constraints in the adoption of CSAPs. Hence, awareness, provision of timely information and training, continuous repeated coordination with cotton growers and reducing all constraints are the keys for approval of CSAPs to deal with climate variations. Policy recommendations included: government should provide policy support for research and development activities focusing on CSAPs. Government should provide support to extension services in order to educate and train farmers for CSAPs. The adoption of CSAPs may require additional financial resources. The government should provide financial support to farmers to encourage them to adopt these practices. This can be done through subsidies, grants and other financial incentives. Climate change is leading to water scarcity in Pakistan and this is affecting agricultural productivity. The government should promote water conservation practices such as rain water harvesting, drip irrigation and water efficient crops to ensure sustainable use of water resources. The adoption of CSAPs requires strong collaboration and partnerships among the stakeholders, including government, farmers, research institutions, NGOs and private sector. The government should promote collaboration and partnerships to facilitate the adoption of CSAPs. [ABSTRACT FROM AUTHOR]