JUSTIFICATION OF THE CRITERIA FOR OPTIMIZATION OF THE COMPANY IMAGE

Rationing of the customer value functions and risks for multi-criteria maximization and justification of scalar criterion for its solution to optimize the company image.Author states in the paper that multidimensional image impact on the behavior of many participants in the decision-making gives grounds for a detailed study of the factors that make the image of the company and their significance for the final result - the formation of an attractive image of a company in the market. Author proposes to use multi-criteria tasks of linear programming to make the choice of one alternative among a certain set of alternatives based on many criteria. The paper suggests using scalar convolution of criteria to reduce the problem of multi-criteria optimization to one-criterion optimization task with scalar objective function, which greatly simplifies the task of selection