Increased competition in global markets encourages entrepreneurs both to improvement of the already implemented elements of marketing (at national level), and the search for new effective approaches, which in turn, leads to a change in the structure of the marketing companies. Marketing strategic management as knowledge of management and organizational change develops intensively. Informatization of the society, the globalization of markets, liberalization of prices, turbulence of macro marketing environment, the need for rapid adaptive and active responses to the challenges of innovation-oriented competitive environment of today - have caused a significant expansion of the complex marketing and finding new reserves of management. The aim of the article is to study the development of marketing methodology, its tools in today's competitive environment, and the means of cooperation with customers and intermediaries, the formation of partnerships, the impact on the effectiveness of management activities of enterprises and organizations. Theoretical and methodological basis of article became the fundamental provisions of the economic theory, the works of local and foreign scientists on the problems of marketing management. In the process of preparing the article the dialectical method of knowledge, induction and deduction, monographic, economic and statistical methods have been used. The subject of research is the theoretical basis and methodical and applied questions of development of system of marketing complex of measures as a tool for activation of Ukrainian enterprises in the conditions of growing competition and aggressiveness of the business environment. The object of research is the process of formation and development of marketing and business entities in the national commodity market. The authors have proposed a number of measures for the harmonization of relations of all participants in the process of interaction of economic entities in the sphere of commodity-money exchange, realizing their commercial interests in the Ukrainian commodity market for the most efficient customer satisfaction and creation of significant value for them. At the same time we explored current issues of marketing as a science of evolution, current status, dynamics and prospects of development, on the application of marketing tools in the implementation of anti-crisis programs for the development of national business in the process of development of strategies in the context of globalization. The main conclusions of the study should be considered as a permanent development of the theory and the effectiveness of its application in the process of enterprises and organizations under the control of competition in the various commodity markets, structural changes in the economy of individual industries, the short-term and medium-term fluctuations in market conditions. Prospects for further research is the search for new strategic and tactical decisions in today's economy, when there is a total informatization and individualization in the sale of goods and services.