Abstract
This article examines the concept of “image” in various interpretations by foreign and domestic scientists, and substantiates the need to form the image of an organization. Based on a generalization of theoretical approaches to the concept of “image,” an analysis and clarification of the essence of this concept is presented, and a rationale for the marketing approach is given. Within the framework of the identified approaches, the features and functions of forming a positive image of the organization are presented. In addition, issues of the economic reality of the enterprise's image were studied using marketing strategy and innovative means of monitoring consumer preferences.
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