In the article an attempt of the analysis of the concept «reputation expenses» is made and also their influence on competitiveness of the enterprise in the conditions of instability of economy is held. Concepts of positive and negative reputation are presented, examples of reputation expenses of the enterprises are reviewed. The authors prove that the decline in control can not be prevented over internal and external information space, which is very sensitive to sudden changes in the marketing policy of the enterprise.
reputation, business reputation, reputation expenses, competitiveness of the enterprise
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