Management as an art: shaping the image of the organization

What is image and why is it important? The consequences of an unfavorable image affect the company''s operations creating problems that require both financial and time costs. If a negative image is formed in the minds of consumers the company suffers from a decrease in the number of customers and consequently in sales. Attracting customers and winning their loyalty becomes one of the key problems facing companies. In such circumstances the implementation of a competent policy of market positioning allows consumers to navigate the market when choosing goods and services.