POSLOVNA USPJEŠNOST MARKETINŠKIH AGENCIJA U BOSNI I HERCEGOVINI - KOLIKO JE MARKETING KAO PRIVREDNA DJELATNOST PROFITABILAN NA OVOM TRŽIŠTU?
BUSINESS SUCCESS OF MARKETING AGENCIES IN BOSNIA AND HERZEGOVINA - HOW PROFITABLE IS MARKETING AS AN ECONOMIC ACTIVITY IN THIS MARKET?

Summary/Abstract: In the last couple of decades, the development of marketing has been marked by a kind of transition from traditional to digital marketing. Great achievements in the fields of informatics and telecommunications have redirected communication between people into digital and electronic channels, regardless of whether it is business or private communication. Speed, ease, and economy of communication, multimedia possibilities in sending and receiving messages, instant feedback links, and control over communication, are all characteristics of modern communication. Under these influences, marketing has mostly shifted to digital forms. The indicative question is whether such a transformation is accompanied by appropriate business success. It is a fact that digital marketing generally requires lower costs compared to traditional marketing. Therefore, it is necessary to investigate whether smaller allocations for digital marketing, by companies and organizations, imply a lower profitability for professionals who deal with it and which companies they hire for their needs. The authors of the paper take marketing agencies in B&H and marketing as an activity in a broader sense as the object of research and analyze their business success in the past years. Through a comparison with the most successful companies from different areas of the economy, an attempt is made to check how profitable marketing as a primary activity (activity code 731: Promotion - advertising and advertising) is in this market. The research sample includes 100 of the most successful large, medium, and small companies each obtained from the report of the credit rating agency LRC Kreditni biro Sarajevo and the same data for the specified activity code 731. Through comparison and analysis of trends in revenue, profit, profitability rate, and other performance indicators from the balance sheet and income statement, an attempt is made to determine whether and how much professional marketing is less profitable compared to the best companies in this market.

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