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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.

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.

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 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.

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.

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.