This paper analyzes the features of the unstable business environment in Ukraine. In particular, the results of the review of the Competitiveness Index 2013-2014 of Ukraine by World Economic Forum are given. Our country over the last year lost 11 positions - from 73 to 84 - in the ranking. The essence of the concepts of "crisis", "crisis management" and the place of crisis marketing in the structure of crisis management are analyzed. In particular, the interpretation of the category "crisis marketing" is proposed as a part of crisis management, which is complex and systemic in nature, permanently used by business entities, and seeks to prevent or eliminate adverse effects in marketing by maximum satisfaction of consumer needs. The problems of its practical implementation are identified. Studies of anti-crisis marketing also helped to introduce its place in the system of crisis management, to identify the main groups of problems in implementing the concept of crisis marketing and develop a comprehensive classification of crisis marketing strategies.