Прокаева О.Н.

Purpose. Consider consulting the libraries, as an innovative form of service user. Methods. Methods of research analysis of relevant publications, structural analysis, method of analysis and synthesis, method of interpretation. Results and practical significance. There is reason to believe that in the process of providing information and consulting services, the trend is towards an improvement of existing (traditional) information products and services due to: use of new technological approaches; expanding resource base; intellectualization of information and library activities; perception of specialists of libraries of increasingly complex consumer demands. Thus, on the basis of marketing research and market segmentation librarians can identify priority services based on the needs of readers, and on their basis to carry out forecasting and the development of information and consulting activities. Determination of the specific benefits of these services, i.e. their assessment and monitoring allow the library to manage its activities to determine its strategy depending on the situation. Scientific novelty. On the basis of marketing research and market segmentation specialists of municipal libraries can define priority types of services based on the needs of readers, and on their basis to carry out forecasting and the development of information and consulting activities. Determination of the specific benefits of these services, i.e. their assessment and monitoring allow the library to manage its activities to determine its strategy depending on the situation.