Marketing analysis of the external environment in the aspect of development of information and communication infrastructure of marketing

摘要

The article examines the issues of marketing analysis of the external environmentin the aspect of development of information and communication infrastructure of marketing.The authors present the results of marketing analysis of the external environment of smallbusinesses company operating in the local market in the segment of photographic services.The analysis of trends and processes occurring in the marketing environment showed currentchanges in the sectors of photographic services. The article highlights the direction of adaptationto the environment and customer orientation. It shows the importance of proper use of theelements of the research information and communication infrastructure of marketing in activitiesof small enterprises.