The article researches the evolution of the marketing concept in the conditions of joining of Russia to the WTO. In the article the main directions of adaptation of the Russian manufacturers are viewed as, first of all, exporters to work on norms and WTO rules, the experience of enterprises of Sverdlovsk region in this process is described. The authors prove increase of a role of the theory and practice of marketing in new conditions, complication of its tasks. Recommendations about development of marketing policy at two stages are offered: transitional, to 2018, and during the subsequent period when the Russian Federation becomes the full member of the World Trade Organization.