The marketing policy in Russian libraries: The study findings within the context of the world experience

In the recent decades, libraries have been constantly pressurized to justify the value of their staff, services, and their very existence to their stakeholders and users who have changed their informational behavior. The key to the libraries’ success lies in the flexibility of their internal environments, as well as in the ability to predict, manage, and use changes in the external environment. To a great extent, it depends on whether the library has developed its marketing policy as well as on the understanding of its necessity and on implementation principles. In the early 2019, the specialists of SPSTL SB RAS conducted a large-scale survey “Modern trends in the development of library resources in the web space”, that comprises several types of libraries in 23 countries of the world. The author addresses the study in the part that considers organization of library marketing divisions in the world. She substantiates the need for them and identifies the common vectors in this area.

The study findings demonstrate that despite theoretical understanding of marketing efforts significance and acceptance of the single concept (marketing policy) of audience capture, the few libraries are ready to allocate additional resources, in particular, labor, to practical implementation of such theoretical understanding. The need for the promotion coordinated concept makes significant difference in the responses of domestic and foreign respondents. For Russian libraries, the coordinated promotion concept being introduced by the administration, is more acceptable, while foreign libraries most of time permit their divisions to choose independently how to promote their services, resources, and events. Besides, among the libraries that follow a single coordinated concept, the percentage of those lacking a special promotion unit, is lower by 10–20%. From this perspective, the single concept has a positive impact on building administration awareness of the need for marketing efforts which, however, does not necessarily result in systematic marketing efforts of libraries.

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