Genre of scientific monograph in the repertory of current ukrainian publishing houses

Abstract

(Uk) В статті проаналізовано тенденції випуску наукових монографій у сучасних українських видавництвах, особливості їх поєднання з іншими тематичними групами видань у репертуарі видавництв. Визначено специфіку монографій фундаментального і прикладного характеру в аспекті репертуарних стратегій видавництв.(En) The trends of publishing of scientific monographs in contemporary Ukrainian publishing houses, the features of their combining with other topic groups o f books in the repertory of publishing houses are analyzed in the article. It is explored, that there are different principles, that publishing houses use in marketing the scientific monographs. Typically thematic and regional principles are used. Specific features offundamental and applicative monographs are defined in the aspect of repertory strategies ofpublishing houses. Particularly, it is explored, that the monographs of the first aforementioned group are potentially small-circulation, so, marketing them in the repertory of publishing house, a publisher should consider its perspectives in usage in industrial and scientific spheres. Fundamental monographs mostly oriented on the readers’ demand, so for their marketing publishing houses use general regularities of their repertory police