BUSINESS INFORM №2-2017

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53

Section: Management and Marketing
UDC 69.003
Raiko D. V., Tseitlin L. M., Drobakha N. O.
Developing the Activities of Informational and Emotional Impact on Target Groups to Improve the Enterprise’s Image (p. 355 - 364)
The article is aimed at developing the activities of informational and emotional impact on target groups to improve the enterprise’s image. A theoretical analysis for the purpose of understanding the contemporary and relevant essence of the term of «enterprise’s image» has been carried out. It has been suggested to consider the interrelationship between image and enterprise’s activity on the basis of marketing as philosophy of business management. It has been emphasized that these activities are both personnel-based and marketing-based, and, therefore, combine elements of both the internal and the external image of the enterprise. In turn, it is expected that informational and emotional impact on the target audience of consumers is carried out by means of a complex of marketing communications, which are divided into two groups: the first are the classic elements of marketing communications, the second – the ones that are based on Internet technologies and social media marketing. Bearing in mind the particular role of the identified group of activities, the process of decision-making for development of the activities to improve the enterprise’s image has been proposed.
Keywords: image, development of activities, management of enterprise’s image, information and emotional impact, decision-making process.
Fig.: 6. Tabl.: 1. Bibl.: 18.

Raiko Diana V. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Marketing, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Tseitlin Leonid M. – Candidate of Sciences (Physics and Mathematics), Candidate on Doctor Degree, Department of Economic Cybernetics and Marketing Management, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Drobakha Nataliia O. – Master, Department of Economic Cybernetics and Marketing Management, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Raiko, Diana V., Tseitlin, Leonid M., and Drobakha, Nataliia O. (2017) “Developing the Activities of Informational and Emotional Impact on Target Groups to Improve the Enterprise’s Image.” Business Inform 2:355–364.

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