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В данной работе изложены основы формирования имиджа. Даны понятия его сущности, задач, инструментов продвижения, этапов построения, методов исследования. Проведен анализ рынка строительных компаний и анализ инструментов коммуникационного продвижения ТМ. Изучена и применена стратегия формирования имиджа на основе опросов целевой аудитории и интервью. Разработан и предложен проект по формированию имиджа девелопера.
This paper presents the fundamentals of image formation. It provides the concepts of its essence, tasks, promotion tools, stages of construction, research methods. An analysis of the construction market and an analysis of communication promotion tools of TM were conducted. The strategy of image formation was studied and applied on the basis of surveys of the target audience and interviews. A project for the formation of the developers image was developed and proposed.
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