SUMMARY.   A. Diakov Marketing as a medicine for the crisis   The market is sick. Someone names it structural transformations, someone - the crisis. The traditional approach to marketing as to research discipline thus appears too prodigal from the point of view of owners of business. Nevertheless, rationally organized marketing activity can lead to improvement in a situation with falling sales; lead to increase in sales volume. For this purpose it is necessary to watch that the offered product met actual requirements of the market, possessed real competitive advantages, advertised with accent on benefits from its use in existing circumstances. Feedback must be organized and supported. In relation to an environment it is necessary to react operatively to it state, to offer the consumer the goods on the best conditions, to inform the market on its advantages faster, than the competitors which activity is necessary for tracing steadfastly. Choosing channels of communications, it is necessary to reduce costs by wider use of possibilities of the Internet and carrying out of the BTL actions having an accurate target orientation.