Випуск 21

УДК 339.138

P. 26-40.

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.

Key words: enterprise image, purposefully formed image, subjects of immediate environment, enterprise workers, marketing mix elements.

V. FYODOROVA, Cand. Econ. Sc.,

Kharkiv National Automobile and Highway University