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The purpose of the research is to systematize and identify the defining characteristics of the elements of the marketing mix and marketing management concepts as priority components of the formation of sustainable market positions in order to increase the validity of management decisions to strengthen competitive advantages and the achievement of high competitiveness of the enterprise. The methodological basis of the scientific research of the article was the analytical and functional approaches to studying the relationships between the elements of the marketing complex and the tools inherent in the components of holistic marketing from the perspective of their impact on the formation of competitive advantages. Within the framework of these approaches, induction and deduction methods were used to study scientific approaches and principles for achieving market leadership, the method of analysing key tools and competitive strategies, as well as the method of comparison to assess the role of marketing mix components and marketing concepts in shaping competitive advantages. The article summarises theoretical approaches to defining the essence of competitive advantages as a prerequisite for ensuring high competitiveness of an enterprise. It has been established that in modern market realities, marketing factors play a priority role in ensuring sustainable competitive positions for enterprises. Based on classical and latest scientific developments in the field, the following key marketing components of competitive advantage formation have been systematised and identified: elements of the 4P system and marketing management concepts, in particular, the concept of holistic marketing. The competitive advantages inherent in these components, the tools for their formation and competitive strategies have been identified. It is proven that the complex integration of the selected elements of the marketing mix and the components of holistic marketing into the marketing management system of the enterprise on the basis of strategic marketing ensures adaptability to changes in the external environment and the achievement of stable market positions. The areas for further research related to assessing the effectiveness of marketing tools for achieving sustainable competitive advantages are outlined.