MARKETING COMMUNICATION IN PRACTICAL ACTIVITY OF THE LIBRARY OF THE STATE UNIVERSITY OF UKRAINE "UKRANIAN MEDICIAL STOMATOLOGICAL ACADEMY"
The global computer network Internet replaces the classical library model. The destiny of libraries depends largely on the production of carefully crafted and long-term survival strategies and the creation of a detailed crisis plan of the library in the new environment. To prove their importance to society, libraries must use the full range of modern communication marketing technologies. The main goal, which is implemented by means of marketing communications is the formation of a prestigious library image. The present day library has various tools of marketing communications: print, outdoor and online advertising, public relations, public events. The article describes the practical implementation of marketing communication activities in the library of the Higher State Educational Establishment «Ukrainian Medical Stomatological Academy». Namely: wall painting, migrating literature cart, book exhibitions, posters and banners, social and cultural activities and main communication channel website of the library of the Academy - the library blog.