Annotation: The article studies the theoretical background of the formation of marketing tools for managing unstable systems. The marketing objectives are determined depending on the state of demand, and approaches to determining the list of marketing principles are systematized. The marketing principles for various organization conditions are proposed. Marketing strategies by R. Best are systematized and a chain of marketing indicators is proposed that affect the financial result in the management of unstable systems, which presents three interconnected blocks of marketing and financial performance indicators.