THE ROLE AND IMPORTANCE OF MARKETING STRATEGY IN IMPROVING THE COMPANY'S IMAGE

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.