Digital tools of book and reading promotion on the Russian book market

The article characterizes a set of applied tasks for the formation of consumers’ preferences, influence on consumer choice and stimulation of buying activity on the Russian retail market of publishing production solved by the domestic firms in the context of internetization of marketing communications with the help of digital tools (including «book» blogs, experts’ recommendations, «literature» podcasts, mobile services and apps, interactive web advertising, «book» challenges, messenger marketing, contextual online advertising).