Marketing Management: Monitoring the International Environment Factors Using Global Maps

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 diff erences 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 infl uenced by peculiarities of the environment involving foreign markets and their changes.