THE CONTENT OF THE NOTION «ENTERPRISE IMAGE»
Journal Title: Економіка транспортного комплексу - Year 2013, Vol 21, Issue
Abstract
The following notion of the content «enterprise image» has been proposed: the enterprise image purposefully formed in consciousness of various target groups (subjects of the immediate environment and employees) based on the use of marketing mix elements to reach objectives at the expense of ensuring adherence of representatives of these groups to it. Unlike existing notions, the proposed one contains a specified source of image formation, subjects of its perception, the tool, and the purpose of image formation.
Authors and Affiliations
Viktoria Fyodorova
Keywords
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