In the contemporary business environment characterized by volatility, uncertainty, complexity, and ambiguity, organizations are increasingly compelled to adopt strategic agility as a critical capability for sustaining competitive advantage. Market disruptions driven by rapid technological advancements, evolving consumer preferences, globalization, and unforeseen crises such as pandemics have rendered traditional marketing strategies insufficient. This study explores the concept of strategic agility in marketing, emphasizing its role in enabling organizations to dynamically adapt their business models in response to continuous environmental changes. The research synthesizes existing theoretical perspectives and empirical findings to develop an integrated framework that links strategic agility with business model innovation, digital transformation, and customer-centric value creation. It highlights how agile marketing practices facilitate rapid sensing of market signals, swift decision-making, and effective reconfiguration of resources and capabilities. Furthermore, the study examines the interplay between organizational learning, leadership adaptability, and technological integration in fostering strategic agility. By analyzing contemporary business practices, the paper identifies key drivers and enablers of agility, including data analytics, artificial intelligence, and collaborative ecosystems. The findings suggest that firms exhibiting higher levels of strategic agility are better positioned to capitalize on emerging opportunities and mitigate risks associated with market disruptions. The study contributes to the literature by offering a comprehensive conceptual framework and practical insights for managers seeking to redesign their marketing strategies and business models in an increasingly turbulent environment...