DIGITAL TOOLS OF BOOK AND READING PROMO-TION ON THE RUSSIAN BOOK MARKET

Abstract

The article characterizes a set of applied tasks for the formation of consum-ers’ preferences, influence on consumer choice and stimulation of buying activ-ity on the Russian retail market of publishing production solved by the domes-tic firms in the context of internetization of marketing communications with the help of digital tools (including «book» blogs, experts’ recommendations, «literature» podcasts, mobile services and apps, interactive web advertising, «book» challenges, messenger marketing, contextual online advertising).