Elektronska pošta kao sredstvo direktnog marketinga kompanija u Bosni i Hercegovini
E-mail as a Mean of a Direct Marketing of the Companies in Bosnia and Herzegovina

Summary/Abstract: Today, it is virtually unthinkable to realize the defined business objectives and to implement more efficient business processes without the Internet and e-mail. The aim of this work is to establish the relationship of the companies by e-mail as the means of direct marketing in Bosnia and Herzegovina. The work explored the attitudes of the sender e-mail (the company) and a presentation of the current state of e-mail as the means of direct marketing companies in Bosnia and Herzegovina. Various scientific methods, of which the most important are: methods of surveying, methods of analysis, synthesis methods, comparative methods and statistical methods, are applied in the process of verifying the set hypothesis. The research results indicate that a small number of companies in Bosnia and Herzegovina use e-mail as the means of direct marketing and that generally operate the companies that have contact with the information-communication technologies. Based on the research, we can conclude that the current state of e-mail, as the means of direct marketing companies in Bosnia and Herzegovina when compared to the developed countries of market economy and to the telecommunication and informational infrstructure of Bosnia and Herzegovina, is not on a satisfactory level.

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