Elements of information marketing in the electronic communications system

The purpose of the article is to highlight the effectiveness of the implementation of the system of marketing components for the promotion of electronic information resources and remote services in library and information structures, to analyze the features of information marketing as a basis for the innovative development of libraries and directions for its implementation in library activities in the electronic communications system. The methodology of the article is based on the use of a number of general scientific and special methods: a systematic approach (when considering elements of marketing for the promotion of library and information products and services); the method of normative analysis (to determine the theoretical provisions of library and information marketing); method of classification and comparative analysis (for the study of electronic information products and services of libraries); method of generalization (for formulating the conclusions of the article). The scientific novelty of the work consists in determining the features and directions of implementation of elements of information marketing in the functioning of library institutions in the system of electronic communications on the example of the results of the formation of electronic information resources and the improvement of remote library services of the Institute of Information Technologies V. I. Vernadskyi National Library of Ukraine. Conclusions. The task of library and information institutions is to meet society's information needs. The creation of information, the possibility of its promotion and use is one of the conditions for the modern development of society. The library provides a knowledge and information resource that is constantly changing and renewed, provides free access to information for all categories of users. Libraries should make a lot of efforts to provide prompt library and information services to all categories of users in accordance with their information requests. Modern changes in society, the development of information communication technologies, electronic information resources, and online services determine the multifaceted approaches to the organization of library and information activities in the electronic communications system.