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Economic Analysis: Theory and Practice
 

A methodology of corporate image estimation and building for small-scale business

Vol. 9, Iss. 15, MAY 2010

Available online: 18 May 2010

Subject Heading: PROCEDURE OF THE MARKETING OF THE STUDY

JEL Classification: 

Ugryumova A.A. doctor of economics, professor, the dean of the economic department, Moscow state regional socio-humanitarian institute
feminaa@mail.ru

Agapov D.V. graduate student, the department of management and marketing, Moscow state regional socio-humanitarian institute
exxxtra@inbox.ru

A business’ commercial success is in fact attached to the positive image of the company. The image in turn is strongly connected to the efforts the company itself and requires a continuous estimation and correction. In this article it was proposed the methodology for the analysis of existing company’s image and for measures’ development in order to make it positive. This methodology has to be interesting for firms, which are just starting image making work, and will help middle managers to make right decisions on image direction field.

Keywords: corporate image, actual image, “mirror” image, SWOT-analysis, expert questioning, correlation

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ISSN 2311-8725 (Online)
ISSN 2073-039X (Print)

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