The digital revolution places the imperative of accepting the fact that all spheres of business must be modernized. As the core of all functions in the company changes, the marketing function changes. The marketing mix of companies is changing in terms of using digital technologies to implement marketing strategies. In addition to innovation in the domain of creating products, price construction and distribution channels, promotion is also being innovated. Communication of product offers to customers requires a modern approach that will be compatible with the turbulent time in which business is currently taking place. Consumers are turning more and more to modern technologies, and the increasingly popular digital media is the way to reach a modern consumer. In this sense, alongside traditional promotion, the company uses digital promotion as a way of its overall performance in promoting its offer. Among other things, the use of digital promotion channels depends on the size of the company. The subject of paper is the usage of digital promotion in small enterprises in the Brčko District of Bosnia and Herzegovina. The aim of the paper is to examine participation and significance of digital promotion in the overall promotion of small enterprises of the Brčko District of Bosnia and Herzegovina and to determine the degree of usefulness and satisfaction based on the use of digital promotion by the mentioned enterprises.
APSTRAKTModerno doba stavlja imperativ preduzeću da posluje sa i u skladu sa drugim preduzećima na tržištu. Želje i potrebe društva i važnost obavljanja posla na društveno prihvatljiv način je veoma bitno uzeti u razmatranje prilikom određivanja poslovne strategije. Kompanije treba da nastoje ne samo proizvoditi odlične proizvode i usluge i zadovoljiti potrebe potrošača, već moraju biti svjesne i svoje povezanosti sa okruženjem i društvenom zajednicom.Korporativna socijalna odgovornost se sastoji od nekoliko važnih komponenti. Kompanija ima ekonomsku odgovornost u smislu da mora maksimizirati profit za akcionare. Kompanija, takođe, ima legalnu odgovornost da posluje prema pravilima i regulativama koje propisuje društvena zajednica. Pored zakonskih i ekonomskih obaveza postoji i socijalna odgovornost. Kompanije moraju poslovati na zakonom određen i moralan način. Korporativna socijalna odgovornost zahtijeva i raznovrsne socijalne angažmane kao što su doniranje novca i pomoć humanitarnim organizacijama, zajednici i okruženju.Ključne riječi: Korporativna socijalna odgovornost, korporativna filantropija, socijalni aktivizam, konkurentska prednost ABSTRACTModern era puts an imperative to the company to match their own activities with other companies in the market. The wishes and needs of society and the importance of doing business in a socially acceptable way is very important to take into consideration when determining the business strategy. Companies must not only produce excellent products and services to meet the needs of consumers, but they must be aware of their relationship with the environment and the community.Corporate social responsibility consists of several important components. The company has an economic responsibility in the sense that it must maximize profits for shareholders. Also, the company has a legal responsibility to operate according to the rules and regulations prescribed by the community. Apart from the legal and economic obligation there is a social responsibility as well. Companies must fallow legal and moral principles. Corporate social responsibility requires a variety of social engagements such as donating money and assisting humanitarian aid organizations, community and environment.Keywords: corporate social responsibility, corporate philanthropy, social activism, competitive advantage UVOD Šta je tačno korporativna socijalna odgovornost? Da li je to korporativna filantropija? Da li je to pomaganje lokalnoj zajednici? Da li je to pomaganje zemljama trećeg svijeta? Odgovor je da su sve ovo primjeri sprovođenja strategije korporativne socijalne odgovornosti. Korporativna socijalna odgovornost predstavlja sve stvari koje kompanija može uraditi da bi bila dobar i odgovoran "građanin" svjetske zajednice i ona uključuje sve prethodno navedeno, kao i skup dodatnih strategijskih izbora da bi se osiguralo da kompanija na potpun način učestvuje kao član zajednice. Korporativna socijalna odgovornost predstavlja sklonost kompanije da se ponaša na socijalno odgovoran način da bi zaštitila i podst...
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