MARKETING ASPEKTI SAVREMENOG POSLOVANJA
MARKETING ASPECTS OF MODERN BUSINESS

Summary/Abstract: The modern marketing concept is based on the development of new marketing areas that enable a better understanding and adaptation of strategic and management processes to the specifics of business organizations and real market conditions. This means that the successful application of marketing principles requires their transformation into practical activities that meet the specific needs of the market. One of the important indicators of the evolution of marketing is its increasingly widespread application in various market segments, which has resulted in the development of new marketing disciplines. Examples of these disciplines include the following: international marketing, services marketing, tourism, trade marketing, financial institution marketing and e-marketing. International marketing focuses on doing business in global markets and adapting to different cultural, economic and legal frameworks. Services marketing is specific to intangible products and often includes a greater emphasis on consumer satisfaction and service quality. Tourism marketing deals with the promotion of tourist destinations and services, taking into account seasonality and the specifics of tourist needs. Trade marketing refers to activities related to the sale of products in retail and wholesale. Financial institution marketing was developed to promote banking, insurance and other financial services. Electronic marketing (e-marketing) uses digital platforms and technologies to communicate with target groups and sell products or services. All of these disciplines enable companies to better position themselves in the market, respond to the specific needs of their consumers, and improve business results.

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