Acta Univ. Agric. Silvic. Mendelianae Brun. 2015, 63, 1929-1936
Published online 2015-12-26

Marketing Management: Monitoring the International Environment Factors Using Global Maps

Štěpán Kala, Kateřina Kuralová, Klára Margarisová, Lucie Vokáčová

Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Kamýcká 129, 165 21 Praha, Czech Republic

The article discusses the issue of the global marketing environment in line with the factors determining its external conditions. The aim is to specify the marketing-environment indicators in the international context and interpret the use of geographical maps illustratively documenting the differences of particular parameters in various parts of the global market. The research-results help update the theoretical framework of global environment factors. These data are also important for practice. Many enterprises consider the question of optimising their sources and directing their goals towards the opportunities available thanks to global markets. The global environment mapping is thereby an important basis for the marketing activities whose implementation across national boundaries is going to be mainly influenced by peculiarities of the environment involving foreign markets and their changes.


GA PEF, CZU in Prague: 20141030 – Mapping the Global Marketing Environment.


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