Abstract:

The current stage of librarianship has a number of features that have indicated the need for qualitatively new approaches to the problems of improving the management of domestic libraries. The entry of the world community into the information age, political and economic reforms predetermined a sharp jump in the growth rate of development and the complexity of the external environment of libraries. In this regard, today a greater variety of management systems is required, their potential flexibility, the ability to quickly adapt to both external and internal changes. The formation of market relations in the society had an impact on the work of libraries. The market economy terms “management”, “marketing”, “fundraising”, “public relations”, “image” have become familiar in library vocabulary and practice. The changed political, economic, social conditions have posed the problem of choice for libraries - to exist not only on funds allocated by the state, but also to look for other ways to ensure the functioning of libraries. This caused an increased interest in marketing, fundraising. An analysis of the processes taking place in libraries allows us to trace the evolution of the introduction of marketing into their activities: from complete denial and heated discussions about the compatibility of the concepts of “market”, “marketing”, “commercialization” and “library”, to full-scale support for the processes of marketing implementation, development of theoretical , methodological, practical issues of using marketing and fundraising in libraries. The relevance of solving this problem in the library sphere is emphasized by the originality and uniqueness of the role of libraries in the public life. In difficult socio-economic conditions, the library is in demand as an organization that respects the principle of public accessibility of its information resources, therefore it is able to act as a significant factor in overcoming the crisis of modern.

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