Authors: Valentina V. KISLITSYNA Cand. Sc. (Econ.), Associate Prof., Head of Commerce and Marketing Dept.

Yulia S. KULYAGINA Marketing Specialist

Abstract: Managing consumer behaviour is one of the purposes of corporate image creation. Advertising is a widely used instrument of image creation. According to the survey, local newspapers and recommendations of friends are the main source of information on products and services in the market of uPVC doors and windows. Some customers respond to outdoor advertising such as billboards. Other advertising channels are characterized by lower degree of perception. The most important criteria of corporate image comprise product image and personnel image. Hence, these directions should form the basis of strategic management of an organization. In general, corporate image formation is a part of the personnel policy of an organization.

Keywords: CORPORATE IMAGE, COMPETITIVE ADVANTAGE, TARGET CONSUMERS, COMMUNICATIONS, MARKETING STRATEGY, MANAGEMENT