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The recent wave of crises caused by various factors, which began in 2020, affects all aspects of society, including economic activities. Many industries, including the fashion industry, are experiencing a number of unfavorable developments, chief among them being the reduction in demand for particular goods, damaged reputation etc. Business operations in the conditions of an economic crisis have forced many fashion industry companies to seek adequate mechanisms to face the consequences of this type of crisis. One potential solution to lessen the negative consequences of these occurrences is to implement crisis management in a firm in a systematic way. Crisis communication helps in crisis management, according to a review of businesses' experiences dealing with such an undesirable occurrence or a sequence of events. The subject of this paper is the role of crisis communication in crisis management, particularly from the perspective of companies that dominate the fashion industry. The first part of the paper addresses the various types of crises that all manufacturing companies must consider. The crisis management process, which includes an analysis of potential communication strategies, will be the central focus of the discussion. The final part of the paper examines the operation of companies under high-risk conditions.

This paper provides a comprehensive literature review of creative industries, focusing on their development, challenges, and opportunities. The analysis examines existing research on the role of creative industries in economic growth, cultural development, and social innovation. It highlights the unique characteristics of the Serbian creative sector, including its historical background, current trends, and the impact of digital transformation. Furthermore, the review identifies key stakeholders, policy frameworks, and the potential for international collaboration to enhance the competitiveness of Serbian creative industries. By synthesizing existing literature, this paper aims to contribute to a deeper understanding of the creative economy in Serbia and to inform future research and policy-making.

The most advanced form of public relations is represented by scientifically guided processes of solving organizational problems and change processes. This paper discusses some of the methods used to gather quantitative and qualitative information to define the problematic situation as accurately as possible. The primary purpose of research in public relations, like other business functions, is to reduce uncertainty in decision-making. This paper first examines the place of research in various models of public relations. It then explains the first phase in the PR management process-situation analysis-where research activities are particularly emphasized. The second part of the paper focuses on methods, both formal and informal, commonly used in PR practice.

This research paper explains the importance of public relations and its role of public relations in textile organization. Public relations are the art and social science of that link inside and outside the organization together. PR in the textile industry plays a crucial role in building and maintaining a positive company image. The aim of this paper is to highlight the role and importance of public relations in creating a strong brand through effective communication with the public, customers, and partners. Additionally, PR strategies help in managing crisis situations and preserving the company's reputation. Effective PR can increase brand recognition, leading to higher sales and customer loyalty. Nowadays, as consumers become more aware of social responsibility, PR can contribute to promoting sustainable and ethical practices within the textile industry.

Marketing in sports is an area that, in addition to promotion as the most transparent set of activities in this area, also includes research, segmentation, positioning, then decisions about the product, price, distribution, employees, etc. The extent to which authors from this field have all the mentioned marketing potentials in their considerations depends primarily on understanding the breadth of the sports industry. This paper takes the position that the sports industry includes athletes and sports events, as well as the material sports industry, that is, manufacturers of equipment, clothing, and footwear, as well as providers of sports services. Another inaccuracy in defining the potential of marketing stems from the fact that the sports industry, expressed in this way, brings certain circumstances that produce peculiarities in the application of marketing in sports. In addition, a rapidly growing market such as sports, which is simultaneously stimulated by the rapid growth of information and communication technologies, i.e. social media, modifies existing marketing tools and processes, but also creates some new ones. The aim of the paper is to define the peculiarities in the application of marketing tools and processes in the sports industry. The scientific contribution is based on the views of different authors from the field of marketing in sports and related fields, as well as on the issue of the choice and application of marketing tools and processes. The analysis of available literature, i.e. secondary data sources, confirmed the basic research hypothesis that the application of marketing tools and processes implies certain specificities in relation to their application in other areas.

An increasing number of academic fields, including literature, history, sociology, anthropology, social policy, use biographical methods in their studies. These techniques can be labeled by various terms, including autobiography, autoethnography, personal history, oral history, and life story. Biographies help us identify trends as well as unique aspects of life. A key issue in biographical research is objectivity and how to balance the particular and the universal, the individual and the common. The biographical method in sport is an analytical approach used to uncover the history of athletes and their sports organizations and provides an in-depth look at the athlete's place in the world of sport, focusing in particular on the role their personal life and experiences played in their sporting achievements.

Physical exercise is crucial for maintaining good health and well-being. Scientific research on the impact of physical exercise on health is fundamental for advancing our understanding of the subject, informing public health policies, promoting evidence-based medical practices, and ultimately improving the health and well-being of individuals and communities. The basic goal of this research is to determine the relevance of the term health as a carrier of a promotional message on the fitness market in the Republic of Serbia. The paper used descriptive statistics to describe the sample, T test of independent samples, one-factor analysis of variance (ANOVA) and Pearson's correlation analysis to examine the relationship between variables. The research results showed that the primary focus of the promotional message should still be health. Apart from this, the research found that a significant number of fitness centers use Instagram as the primary social network, and that there is great promotional potential in the relationships that develop between employees and service users.

The main topic is Serbian agro-food potential. Serbia possesses exceptional natural resources having in mind it is located in the most favourable region of the North latitude. If this potential is used in an optimal measure, it would bring exceptional results. According to agriculture census in 2018 in Serbia there was registered 628.552 family agricultural farms, and 562 896 are family households. By adequate strategic planning, agriculture can provide a significant contribution to the economic development of a country. Agriculture encourages employment, takes a significant part in foreign trade, provides food security for citizens, contributes to the rural development and ecological balance. Therefore, it affects the development of entire country by being related to different sectors.

The subject of this paper is the influence of cinema on the creation of the past different from that provided by written history. The goal is to show how films, especially documentaries and war spectacles, have a role to play in creating a desirable history. Revisionism on film is not based on new sources or new knowledge that has been obtained in a scientifically based way, but interpretations that are contrary to established historical facts are loaded with partial and unscientific methods. Using the method of content analysis, we will present the topic through, two Kosovo, one Croatian and one French film, of different genres, created in the second decade of the 21st century.

False news and rumors have grown frequent in today's world. The dissemination of such information has only been helped and hastened by the media and modern information and communication technology, with far-reaching repercussions. Traditional media is losing its audience's confidence, and more and more people are getting their news from their peers through social media. Not only has social media altered the way news is distributed, but it has also called into question long-held views about what news should look like. One thing is certain: this situation cannot be sustained; a new paradigm must be developed to restore trust in the media and the information they provide.

The aim of this analysis is to determine the extent to which employees believe that knowledge management, ie additional training, has an impact on the business success of the company. The defined goals of the research refer to the assumption that there is a connection with the age of employees about the attitude related to the application of knowledge management. Modern social business is based on modern technology, knowledge and new management theories. The application of new technologies has greatly helped to improve the quality of human action in many areas, both business and social. Companies are increasingly attaching importance to quality. In order to fully achieve the quality system, it is necessary to clearly and precisely define the goals and strategies by which the company is run. It is believed that education, training are not just the wishes of employees but the needs. Education helps not only individuals but also the wider community.

The subject of this paper is the influence of social networks on the personal branding of athletes. The goal is to point out the importance of social networks in the process of personal branding of athletes. A responsible personality marketing management enables athletes to continue their successful careers even after the end of their engagement in sport. Social networks have an increasingly important role in this because they are also a measure of the influence of athletes, which can be quantified by the number of followers on social networks such as Facebook, Twitter, Instagram, etc. Some athletes earn more from their sponsorship agreements and activities on social network sin which they promote a certain brand than from professional contracts and salaries in their clubs. In the context of the topic of this paper, social networks can be viewed in two ways, as a means of improving the image of athletes, and as a tool that athletes use to promote brands. In the first case, the basic outcome is their higher commercial value, while in the second, the commercial effects are reflected in the earnings from brand promotion. This paper shows the connection between social networks, famous athletes, marketing tools applied in personal branding and commercial effects on that basis. The basic assumption that the commercial effects of personal branding of athletes can be successfully realized in the environment of social networks is confirmed.

The service sector is a key driver of the modern economy, but the area of marketing is still not sufficiently researched. Services differ from products in many characteristics, so their planning, organization and control deserve great attention. On the other hand, many marketing experts state that product brands are increasingly taking on elements of services, because customers do not view the product only as a product, but a compilation of products and services that goes with the product. The needs of modern customers are changing rapidly, and innovating services that meet the wishes and expectations of customers is a key issue.

This paper analyzes past experiences and examples of good practice in the development of rural tourism, with particular reference to the potential of Serbia. The aim of this paper is multiple. Given that rural areas in Serbia face significant economic and demographic problems, rural tourism may be one of the answers to the question of how to revitalize rural areas. Tourism development in villages of Serbia can make an important contribution to job creation but also to preserving jobs for the population and increasing their interest in staying in the region and creating new business opportunities. In addition to building a positive image, economic prosperity, by investing more in this area, Serbia could solve the problem of population migration within its territory to larger cities, as well as the departure of young people from the country.

The paper analyzes the ethical aspects of guerrilla and ambush marketing in the time of the great crisis of the advertising industry and sponsorship agreements. Guerrilla marketing is a creative, imaginative, unexpected, unusual, aggressive, interactive, fun, cheap, inspiring, convincing, mobile and flexible way of achieving marketing goals. We can define ambush marketing as a tactic, which is contrary to the ethical principles of business, especially towards the competition in the form of other sponsors at a certain event. Unethicalness is highlighted in attempts to marginalize the activities of other sponsors who have acquired rights under a contract with the sponsoring entity.

The subject of this paper is the influence of cultural heritage on the attractiveness of a tourist destination. Countries, as bearers of the brand, have become aware that it is no longer enough to invest only in the development of individual tourist destinations, such as those related to maritime tourism, metropolises, ski resorts or spas. T o modern tourists, the whole country must be presented as a tourist destination, and cultural-historical tourism is imposed as the best option. This was influenced by the fact that with the development of society, there have been major changes in the habits, desires, but also the needs of tourists, who today want different types of vacation. The aim of this paper is to present the marketing potentials of the cultural and historical heritage of Serbia.

In this paper, we define the importance of management for the development of medical and health tourism, with a focus on the possible directions of development in Serbia in the function of faster economic development of the country. Medical or health tourism is not a new concept, although there is still no international consensus on a phenomenon that has been manifested for thousands of years. An even smaller difference is between medical and health tourism, with the tendency that it will not be in the future, that is, it is to be expected that these two areas of tourism will integrate into one. The paper focuses on the possibility of developing spa tourism in Serbia, because only a quarter of this natural wealth is used.

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Today's business operation of a company goes beyond national boundaries while human resources are the only active resource of companies. Therefore, the topic of the actuality of human resources management in the domestic and international environment is becoming larger, which is also the starting point in the analysis of this issue. Considering the importance of human resources in business, this paper is concerned with the international human resource management, or the differences between human resource management in the domestic and international environment. The aim of this paper is to present international human resource management as a broader concept than national human resource management. Accordingly, the paper will show differences that come from human resources management in the national and international environment as well as some of the implications regarding the purpose and learning opportunities of companies that internationalize their business. The basic premise in this paper is that there are differences between human resource management in the domestic and international environment.

The power of brands is very high, so it is important to know how they work; how they are managed; how they are created and maintained; why some are successful, and others are not. However, branding is not just about function, presence or visibility; emotional connection with people is of paramount importance for a complete success. The Serbian Armed Forces are one of the oldest brand, which has huge social significance and impact. It is a brand that is firmly rooted in the minds of people, which, despite all the tragic events of the early 1990s, arouses positive emotions. The Serbian Army lost its identity back in 1918. Since the Union of Serbia and Montenegro was dissolved, the Serbian Armed Forces have been in quest for its identity, shattered image, elements of a new name, ideas, and structures. True and strong brands are long-lived. However, in case of their neglect, carelessness and lack of commitment, they need revitalization and rebranding.