V. Savelyev, PhD in Economics, Assistant Taras Shevchenko National University of Kyiv ASSESSMENT OF THE BUSINESS ENVIRONMENT FOR DEVELOPMENT OF GLOBAL MARKETING STRATEGY

The article concerns with essence of assessment of the business environment and specific directions of analysis during the working out of global marketing strategy. The classification of the global marketing environment researches and tasks sequence in the context of the decisions made on each stage of global marketing strategy is proposed.

Keywords: assessment of the business environment, global marketing strategy, creation of global marketing strategy, tasks within the strategy implementation.

DOI: http://dx.doi.org/10.17721/1728-2667.2014/156-3/21

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