Маркетинг библиотечных услуг: особенности и перспективы развития

Abstract

The service sector in the world is developing rapidly and is becoming the most important sector of the economy. To ensure the provision of competitive and high-quality services, it is necessary to take into account their features: intangibility, inconsistency of quality, fragility, inseparability from the source, lack of ownership. To understand the features of the development and potential of library services, the article used the concept of services developed by T. Levitt and F. Kotler, who considered the service as a multi-level system. Dividing the library service into levels helps to identify the basic service, study the opinion of users about the expected service, improve the service and determine the prospects for its development and improvement. The complexity of orientation in the modern information space changes and complicates the process of producing library services. There are such trends in the development of libraries as: development of library platforms on the Internet, formation of high-tech infrastructure, multimedia resources, continuous training of personnel, use of mobile applications, development of project activities, etc. A modern library should constantly update its resources: information, material and technical and human. Management-marketing tools will ensure a systematic approach to the library's activities and will help it maintain a worthy position in the information market.