2
:
....................................................................................................3
......................................................................................................7
1.1. ..............................7
..............................20
.........................................................................................................36
................................................36
2.2 -
...............................................................................................................40
.............................................................................58
3.1. - ..........58
3.2. 63
...........................................................................................68
...........................................................................71
3
ВВЕДЕНИЕ
,
,
-
-
-
4
.
,
PR,
[26, c. 12].
.
-
.
2.
3.
4. -
;
5
1.
2
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znanium.ru.
.
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PR,
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).
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6
7
ГЛАВА 1. ТЕОРЕТИЧЕСКИЕ ОСНОВЫ
ФОРМИРОВАНИЯ ИМИДЖА
1.1 Имидж организации: понятие, функции, значение
,
,
. - ,
-
[51, c. 18].
(
),
,
.
-
,
.
,
8
,
[21, c. 19].
.
.
[37,
c.26].
,
.
:
1).
2).
9
3).
99%
-
[8, c. 45].
,
-
-
-
.
10
,
,
:
[8, c. 19].
-
-
-
-
(
- (
PR-
);
- ,
-
,
- [14, c. 78].
11
1)
.
2)
,
3)
,
[19, c. 21].
,
.
.