Marketing management of logistics flows in the innovation process of industrial enterprises

The aim of the article. The aim is to develop an approach to the marketing management of logistics flows at the stages of the innovation process, taking into account the state of innovation readiness of its subjects, which are links of the logistics system of the industrial enterprise-innovator. Analysis results. The features of marketing and logistics support of the innovation process at an industrial enterprise are determined. Taking them into account, the scheme of interaction of logistics flows at the stages of the innovation process was clarified, in particular, by covering all its stages, and not only the stage of commercialization of the innovation. The presented scheme can be used for the systematic analysis of marketing logistics measures of innovative projects, which are implemented within the framework of various strategic directions of innovative development: catching up, following the leader, ahead. In accordance with the proposed scheme, the content and significance of information, material and financial logistics flows at all stages of a typical innovation process were detailed. This provided an opportunity to expand the base of information and analytical support for marketing management of logistics flows in the innovation process of an industrial enterprise. The problems of the subjects of the innovation process were identified and systematized, including those that are links of the logistics system of the innovator enterprise. Approaches to solving the selected problems are proposed. It was established that the identified problems are related to the innovation readiness of the subjects of the innovation process - the links of the logistics system. The level of innovative readiness determines the time and financial costs of measures to implement approaches to solving identified problems. A methodical approach to determining the level of innovation readiness of subjects of the innovation process is proposed. An approach has been developed to manage logistics flows on the basis of marketing at the stages of the innovation process of an industrial enterprise, taking into account the level of innovation readiness of its subjects. The sequence and content of the formalized procedures for making relevant management decisions have been determined. Conclusions and directions for further research. The obtained scientific results, conclusions and recommendations supplement and develop the principles of marketing logistics in the innovative activities of industrial enterprises. In particular, in terms of filling the information and analytical base and improving the approach to marketing management of logistics flows at all stages of the innovation process. Further research should be aimed at the formation of an organizational and economic management mechanism for marketing and logistical support of projects of forward-looking innovative development of industrial enterprises in the conditions of the post-war recovery of the economy of Ukraine.