Abstract
Recommendations have been formed to improve the image of the employer in the development of reputation marketing, priority areas of reputation development at the stage of promoting new products and innovations of companies, brand promotion. The importance of reviews and mentions in the Internet space, which in the period of digitalization have a productive character, form the image of the company and the perception of buyers of new products and services, is determined. The effectiveness of marketing research, which is important for the formation and implementation of a reputation marketing development strategy, has been proven. The directions and tools for improving the image are presented: attracting the press, participating in sponsorship or patronage, PR events, verbal and visual means.
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