Affiliation:
1. State Public Scientific Technological Library of the Siberian Branch of the Russian Academy of Sciences
Abstract
Based on the study of used by library the marketing technologies and marketing policy, linking such technologies into system, the author has built the systematic model for promotion of library and information resources and services. The model reflects the sequence of actions taken within the subsystems of the library’s marketing policy, focusing on the need to monitor both the use of resources and services and changes in the state of the target audience for a qualitative and quantitative assessment of the implemented promotion strategy. The model also takes into account the need for different promotion strategies, depending both on the lifecycle of the resource or service and its uniqueness, as well as on the attitude of users toward the library as a whole. In addition, the model can be adapted to different types of libraries by expanding or reducing certain sequences within a particular marketing policy subsystem.
Publisher
FSBI Russian State Library
Reference22 articles.
1. Massis B. Library Marketing: Moving between Traditional and Digital Strategies, New Library World, 2014, no. 115 (7/8), pp. 405—408. DOI: 10.1108/nlw-01-2014-0007.
2. McKee R. Storynomics: Story-Driven Marketing in the Post-Advertising World. Moscow, Al’pina Non-Fikshn Publ., 2019, 278 p. (in Russ.).
3. Gupta D.K. Everything Is Marketing: An Analysis of Functional Relationships of Marketing and Libraries, DESIDOC Journal of Library and Information Technology, 2016, vol. 36, no. 3. Available at: https://publications.drdo.gov.in/ojs/index.php/djlit/article/view/9888 (accessed 11.11.2021).
4. Khvostova T.M., Shtratnikova A.V., Urzhumova O.M. Relationship Marketing Technology: Relevance for Libraries, Innovatsii i investitsii [Innovations and Investments], 2020, no. 11, pp. 164—166 (in Russ.).
5. Rykhtorova A.E. User Segmentation for the Development of Library Sites, Informatsionnye resursy Rossii [Information Resources of Russia], 2019, no. 2 (168), pp. 20—24 (in Russ.).