ADAPTATION OF MARKETING STRATEGIES OF UKRAINIAN ENTERPRISES IN THE DIGITAL ENVIRONMENT

Abstract

The study addresses the problem of adapting enterprise marketing strategies to the challenges of the digital economy. In today’s economic environment, the rapid development of digital technologies has significantly transformed business activities, reshaping both strategic and operational management. Intensified competition, dynamic consumer behavior, the emergence of new communication channels, and the digitalization of business processes require not only tactical decisions but also strategic adaptation of marketing systems. The research emphasizes the importance of developing an organizational and economic mechanism that ensures effective adjustment of marketing strategies to the digital environment, increases competitiveness, and strengthens enterprise resilience under conditions of global uncertainty and wartime challenges. The purpose of the study is to develop such a mechanism, combining digital tools, human capital development, and proactive management. The proposed approach involves strategic alignment of marketing and corporate goals, organizational support through flexible teams, competence development and innovative culture, as well as adequate budgeting, investment in digital technologies, and cost optimization. Digital infrastructure includes data management platforms, CRM/ERP systems, cloud services, and real-time analytics. Risk management, scenario planning, and rapid response are highlighted as particularly relevant in wartime conditions. Human capital is identified as the decisive factor of successful transformation, requiring digital skills, creativity, and proactive thinking, supported by corporate training, motivation, and talent retention systems. The study proposes a step-by-step adaptation model: digital maturity assessment, stakeholder involvement, tool selection and integration, pilot testing, scaling, and continuous KPI monitoring (CAC, CLV, ROI, digital engagement). The findings confirm that effective marketing adaptation requires a systemic and proactive approach combining forecasting, organizational readiness, economic rationality, and technological support. The practical significance of the research lies in strengthening competitiveness, enhancing market positions, and fostering customer-oriented models. Future research prospects include the development of industry-specific adaptation models, the use of artificial intelligence and machine learning in marketing strategy, and the creation of digital maturity assessment systems.