Abstract
<jats:p>The article analyzes the specific features of managing enterprise marketing activities under conditions of dynamic changes in the competitive environment. It is established that effective adaptation of marketing strategies requires a comprehensive approach, including analysis of the competitive environment, optimization of pricing and product assortment, implementation of digital tools and analytics, as well as the development of customer loyalty and brand value. The study reveals the growing role of digitalization and the transformation of consumer behavior in enhancing enterprise competitiveness. It is identified that an adaptive marketing approach enables enterprises to respond rapidly to market changes, strengthen brand positioning, and improve the effectiveness of managerial decision-making. Overall, the implementation of adaptive marketing strategies contributes to increasing market orientation and ensuring the sustainable development of enterprises in a volatile competitive environment.</jats:p>