The article aims. The purpose of the article is to develop an approach to marketing management of communication flows that form and strengthen the components and elements of the image of an industrial enterprise, as well as contribute to increasing its competitiveness in the conditions of technological and economic transformations caused by the fourth industrial revolution and changes of technological ways. Analyses results. The composition and interests of perception groups regarding the components of the external and internal image of an industrial enterprise are specified. The main perception groups are: economic counterparties of the enterprise (consumers, suppliers, intermediaries, investors, etc.); contact audiences, divided into external (local population, public, organizations, local authorities, mass media, etc.) and internal (enterprise personnel), which are taken into account when assessing their interests regarding the components of the internal image. The communication flows involved in the formation, adjustment, and strengthening of the components of the external and internal image are systematized, for better perception by economic counterparties, external and internal contact audiences of an industrial enterprise. The goals of managing communication flows are determined in terms of perception of separate components of the external and internal image. The composition of marketing methods and tools for managing communication flows is outlined, focused on the formation and strengthening of image components from the positions of perception groups. The article presents principles of marketing management of communication flows that form and strengthen the image of an industrial enterprise (both as a whole and its separate components), which operates in conditions of permanent technological and economic transformations. A generalized management scheme is developed based on the results of monitoring the state and assessing the level of image components. An appropriate evaluation scale is proposed, the sequence and content of the main assessment and management procedures are determined, and criteria for making management decisions are proposed. Conclusions and directions for further research. The obtained scientific and applied results deepen the methodological principles of market-oriented image management of industrial enterprises, which is an important intangible factor in ensuring its high competitiveness in the turbulent conditions of the modern economy, they also supplement the information and analytical base for making relevant management decisions. Further research should be focused on the formation of organizational principles of marketing image management of industrial enterprises to strengthen their positions in the national and international markets in conditions of post-war recovery and development of the national economy of Ukraine.
Ілляшенко et al. (Tue,) studied this question.