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Marketing Management: Monitoring the International Environment Factors Using Global Maps

Author

Listed:
  • Štěpán Kala

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

  • Kateřina Kuralová

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

  • Klára Margarisová

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

  • Lucie Vokáčová

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

Abstract

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.

Suggested Citation

  • Štěpán Kala & Kateřina Kuralová & Klára Margarisová & Lucie Vokáčová, 2015. "Marketing Management: Monitoring the International Environment Factors Using Global Maps," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(6), pages 1929-1936.
    • Handle: RePEc:mup:actaun:actaun_2015063061929
    DOI: 10.11118/actaun201563061929
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    References listed on IDEAS

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    1. Uffe Nielsen, 2003. "Transfers targeting the global environment – benefits for whom?," International Journal of Social Economics, Emerald Group Publishing, vol. 30(1), pages 119-142, January.
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