In a crisis, the lack of market information, enterprise management deficiencies make weak, lacking immunity to environmental changes. Possession of full information about the market and carefully developed on the basis of this strategy becomes a kind of protection companies in any economic environment. Crisis opens visionary companies huge business prospects. He usually initiates redistribution of the market and here are the winners of which will be able to use the opportunities presented by the downturn. In these circumstances, the company purchased a flexible active marketing policy for a soft exit from the crisis or prevent it by adequate anti-crisis measures and effective management of the company.
Keywords: crisis, a symptom, panic, excitement, diagnostics, monitoring the marketing environment, anti-crisis measures.

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