AXBOROT-KUTUBXONA MARKAZLARI FAOLIYATIDA MARKETING TEXNOLOGIYALARINING RIVOJLANISHI: NAZARIY MODELDAN AMALIYOT TAHLILIGA
DOI:
https://doi.org/10.5281/zenodo.20669490Keywords:
kutubxona marketingi, marketing texnologiyalari, axborot-kutubxona markazi, boshqaruv-kommunikativ model, raqamli muhit, brending, strategik rejalashtirishAbstract
Maqolada axborot-kutubxona markazlari (AKM) faoliyatida marketing texnologiyalarining rivojlanish holati
mualliflik uch konturli (strategik, kommunikativ, analitik) boshqaruv-kommunikativ model asosida tahlil qilinadi. Tadqiqot
maqsadi – nazariy modelni Oʻzbekiston kutubxonalari amaliyotiga tatbiq etib, marketing faoliyatining qaysi konturlari real
rivojlangan va qaysilari sustligini aniqlashdan iborat. Oʻn besh hududiy AKMning raqamli muhitdagi faoliyati tahlili shuni
koʻrsatdiki, kommunikativ kontur (ijtimoiy tarmoqlar, tadbir marketingi, brending) nisbatan faol, strategik va analitik konturlar
esa deyarli shakllanmagan. Muallif bu nomutanosiblikni marketing faoliyatining konseptual darajada tan olinmaganligi
bilan izohlaydi. Ilmiy yangilik – uch konturli modelni diagnostik vosita sifatida qoʻllash
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