SITUATION OF SECURITY MARKETING IN BOSNIA AND HERZEGOVINA AND REPERCUSION ON BUSINESS ENVIRONMENT; IMAGE AND STAKEHOLDERS

Saša Mitrić

University PIM Banja Luka, Faculty of Economics, despota Stefana Lazarevića bb, 78 000 Banja Luka, Bosnia and Herzegovina, sasamitric.bl@gmail.com

REVIEW SCIENTIFIC PAPER

ISSN 2637-2150
e-ISSN 2637-2614
UDK 321.7(497.6):342.565.2(497.6)
DOI 10.7251/STED2102073M

Paper received: 20.10.2021.
Paper accepted: 18.11.2021.
Published: 29.11.2021.
http://stedj-univerzitetpim.com

Corresponding Author: 
Sasa Mitric, University PIM Banja Luka, Faculty of Economics, despota Stefana Lazarevića bb, 78 000 Banja Luka, Bosnia and Herzegovina, sasamitric.bl@gmail.com

ABSTRACT

A modern marketing system is based on supply, market conditions and regulated institutions. Defined as a pillar of the rule of law, the authority and strength of institutions depends on political stability, legal solutions and the rule of law, efficiency of the public administration system, corruption, civil liberties, but also commitment to philosophy and marketing concepts. Unfortunately, Bosnia and Herzegovina has not yet established an appropriate system in any of these areas and it is obvious that there is a significant gap between the situation in this area in our country and in the developed world. The rules according to which the socioeconomic structure is regulated, as well as the institutions and related institutions, do not form a system that, in accordance with modern principles of developed economies, provides efficiency and support for economic activities, and contributes more strongly to the goals of modern and democratic socio-political system. Marketing, with the philosophy of its approach, strongly determines economic and social trends, so that the developed marketing concept in the institutions of the system is one of the conditions for stability and progress of the country. The aim of this research is to point out that marketing in the security structures of Bosnia and Herzegovina is small and insufficient, that it is not at the level that provides the best in the society and shows us the outcome of such a situation for security and development processes in the community.

Keywords: marketing, security, institutions, repercussions, business environment.