The Systematic Model for the Promotion of Library and Information Resources and Services

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.