Articles | Open Access | DOI: https://doi.org/10.37547/marketing-fmmej-04-03-03

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

Tillyakhodjaev Aziz , Researcher at Tashkent State University of Economics, Tashkent State University of Economics, Tashkent, Uzbekistan

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.

Keywords

Marketing strategy, e-marketing, branding

References

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How to Cite

Tillyakhodjaev Aziz. (2024). THE ROLE AND IMPORTANCE OF MARKETING STRATEGY IN IMPROVING THE COMPANY’S IMAGE. Frontline Marketing, Management and Economics Journal, 4(03), 18–27. https://doi.org/10.37547/marketing-fmmej-04-03-03