MARKETING ANALYSIS OF THE EXTERNAL ENVIRONMENT IN THE ASPECT OF DEVELOPMENT OF INFORMATION AND COMMUNICATION INFRASTRUCTURE OF MARKETING

The article examines the issues of marketing analysis of the external environment in the aspect of development of information and communication infrastructure of marketing. The authors present the results of marketing analysis of the external environment of small businesses company operating in the local market in the segment of photographic services. The analysis of trends and processes occurring in the marketing environment showed current changes in the sectors of photographic services. The article highlights the direction of adapta- tion to the environment and customer orientation. It shows the importance of proper use of the elements of the research information and communication infrastructure of marketing in activi- ties of small enterprises