THEORETICAL FUNDAMENTALS OF IMAGE FORMATION AND IMPROVEMENT HIGHER VOCATIONAL EDUCATION INSTITUTIONS
Based on the generalization of theoretical approaches to the concept of «image» and research of various scientists, specialists, an analysis is presented and a clarification of this concept is given. Within the framework of the theoretical analysis, the features and functions of the formation of the organization's image are highlighted. The scientific interpretation of the category «image» is given and a scientific characteristic of the relationship between the concepts of «image» and «image» from the point of view of an interdisciplinary approach is given. The structure of the image of the organization and its constituent parts from the point of view of the marketing approach is presented