The article is devoted to the analysis of the modern marketing complex actuality as well as to the comparison of companies through the prism of involvement in the use of such systems. First of all, the emphasis is placed on the description of classical methods with the transition to modern ones. This part of the research tries to prove the importance of modern technologies in marketing. The grouping of companies regarding the profitability of their business with reference to the marketing complex is also conducted. Further, through the analysis of the current situation on the integration of these methodologies formed recommendations for modern companies in order to summarize and interpret statistical patterns in the practical guide.