USE OF ENERGY MARKETING CONCEPTS IN THE CONTEXT OF INCREASING THE ADAPTATIVE POTENTIAL OF ENTERPRISES OF THE ENERGY COMPLEX

. Introduction. The modern challenges facing energy companies demand new approaches to their development and adaptation to changing market conditions. In this context, energy marketing becomes a key tool that allows companies not only to maintain competitiveness but also to significantly enhance their adaptive potential. The use of energy marketing concepts contributes to efficient resource management, optimization of production processes, and improved interaction with customers. Studying and implementing these approaches can be a critical step toward sustainable development and successful adaptation of enterprises to new challenges in the energy sector. This article explores the main concepts of energy marketing and its role in increasing the adaptive potential of energy enterprises.