THE ROLE OF GOODWILL OF FUEL-AND-ENERGY COMPANIES IN STRENGTHENING THEIR POSITIONS IN GLOBAL MARKET
The effective instrument of strengthening the positions in the competition is the strengthening of the companies' image, i.e. the goodwill. In this regard, the analysis and the evaluation of the components of goodwill of companies: the influence at the market, the reputation of technical competence, international relations, marketing methods require a deeper theoretical and methodical analysis and practical processing with consideration of branch specificity.