Ukrainian scientists are working on developing the proposals for returning the country high rates (which were lost) and for withdrawing the state from the circle of outsiders. One of the most promising ways for Ukraine is the development of economic, political and other relations with the EU. The aim of this article was to present the results of studying the knowledge management in development of EU and NATO marketing standards in Ukrainian business. To achieve the mentioned goal, the authors have searched the main definitions of this study: knowledge, knowledge economy, knowledge management, standard, marketing standards, system of standardization. The main reasons for necessity of standards harmonization in Ukraine with the European Union standards and NATO were defined. The primary of them are following: scope and high level of the European market development, its capacity, which is provided with significant purchasing power of wealthy people in Europe, and also leadership in the development of innovation and effectiveness of its implementation at all levels of economic activity. Comparative characteristics of marketing standards in the EU and NATO and in Ukraine were described. Peculiarities of functioning of marketing standards in the EU, NATO and Ukraine including goals of standardization, organizations for standardization, the system for creating marketing standards, and the system of monitoring compliance with standards were studied. The level of implementation of international and European standards in Ukraine was descavered. Benefits for Ukrainian business from the introduction of experience of knowledge management of the EU and NATO in the field of marketing standards were grounded. Problems of knowledge management in the process of harmonization of marketing standards of Ukraine with the EU and NATO standards were identified.