Abstract
<jats:p>Formulation of the problem. Rapid digitalization and martial law in Ukraine have caused unprecedented pressure on the marketing systems of enterprises forced to function under conditions of triple uncertainty. The scientific problem lies in the absence of a systemic mechanism for adapting strategies to these challenges, which requires new flexible management models. The purpose of the research is to develop an organizational and economic mechanism for adapting enterprise marketing strategies to the conditions of the digital economy and martial law. The object of the research is the processes of adapting enterprise marketing strategies in conditions of instability. The methods of the research: theoretical generalization, comparative analysis, step-by-step modeling, content analysis, and the Delphi method. The hypothesis of the research: the effectiveness of strategic adaptation increases due to the implementation of a cyclical mechanism integrated with a system of adaptive and classical performance indicators. The statement of basic materials. The article develops a five-stage model of the organizational and economic mechanism for adapting marketing strategies (OEMAMS) of a cyclical type: from diagnosing digital maturity (IITSZ) to selecting IT tools and strategic control. The central element of the model is an extensive KPI system. It is built on three levels (strategic, tactical, operational) and conceptually expanded with unique integral indicators: the Military Resilience Index (MRI), the Digital Adaptation Index (DAI), and the War Marketing Stability Index (WMSI), the weight coefficients of which are determined by expert methods. The originality and practical significance of the research: for the first time, a cyclical OEMAMS model with a system self-learning function has been developed, and an index methodology for assessing marketing stability through specific indicators (MRI, DAI, WMSI) has been substantiated. Conclusions and perspectives of further research: it is proven that the stability of companies depends on the speed of digitalization and marketing adaptability. Prospects are related to the quantitative verification of the proposed KPI targets in the sectoral context.</jats:p>