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The purpose of this paper is to analyze the efficiency of healthcare services in healthcare institutions in the years before and after the pandemic COVID-19 by application of Key Performance Indicators (KPIs). The aim of this paper is to show the possibilities of improving the efficiency of healthcare services in healthcare institutions by applying KPIs. For the comparative analysis, 12 KPIs divided into six groups are defined, monitored, measured and compared, as a tool applied to the analysis of specific data of one of the largest healthcare institutions in the Republic of Serbia, Clinical Hospital Center “Dr Dragiša Mišović - Dedinje” in Belgrade, from six-month reports for the years before and after the pandemic COVID-19, i.e. 2019 and 2022. The results observed from the comparative analysis indicate that in the post-COVID year, at the institution level, 11 applied KPIs decreased in value, and only one KPI had an imperceptible value increase. The results of the conducted analysis can be applied to increase the efficiency of healthcare services in healthcare institutions. Recommendations for improving the efficiency of healthcare services are: Reduction of waiting lists for specialist examinations and operations created during the pandemic COVID-19; Online consultations by application of digital technologies; Coordination of activities, employees and all types of examinations; Alignment of available material and non-material resources and providing timely interventions; Capacity adjustment of the specialist examinations to the number of post-COVID patients; Additional training of employees, especially those who started working in the COVID regime.

The mapping of the Startup Ecosystem has long been a challenge, both for researchers and policymakers. From a policymaker’s point of view, determining the current state of development, issues and challenges, all of which influence the directions of governmental actions. On the other hand, researchers have persisted with the emphasis given on the methodological aspects of choice of indicators depicting the startup ecosystem, weighting scheme underlying the composite indexes of startup ecosystem evaluation, etc. At the confluence of two sides of the same coin, lies the Global Startup Ecosystem Report, and its flagship Rankings 2021 for Top 100 Emerging Ecosystems. The list itself encompasses the hotspots of the early-stage startup ecosystems across the Globe and is founded upon four domains: Performance, Funding, Market Reach and Talent & Experience. The paper will tackle both the methodological aspects of composite index developments by utilizing the potential of multivariate statistical methods while laying the foundation for policy implications which can benefit emerging countries such as Serbia. Finally, future directions of potential improvement of the Global Startup Ecosystem methodology will be elaborated.

Predmet rada je teorijski i praktični aspekt strategijskog marketinga u oblasti visokog obrazovanja. U prvom delu rada analizirane su teorijske osnove i elementi strategijskog marketinga, a u drugom delu prikazano je istraživanje primene strategijskog marketinga u pozicioniranju visokoškolskih obrazovnih institucija. Naglašeno je da je prvi i najvažniji korak u razvoju obrazovnih institucija strategijska analiza, koja koristi savremene modele analize. Implementacija marketing strategija u razvoju obrazovnih institucija dobija nove oblike, prateći trendove kretanja na globalnom tržištu obrazovnih usluga. Strategijska kontrola je važan korak u strategijskom razvoju obrazovnih institucija, jer ukazuje na greške u procesu implementacije strategija. Cilj rada je da se definišu moderni pristupi strategijskog marketinga u pozicioniranju obrazovnih institucija u savremenom globalnom i digitalnom okruženju. Osnovna hipoteza rada je da strategijski marketing predstavlja platformu za razvoj i pozicioniranje obrazovnih institucija. U radu su predstavljeni rezultati dubinskih intervjua sa univerzitetskim profesorima u regionu, kao i analiza primera iz prakse. Rezultati rada imaju naučni, stručni i društveni doprinos. Naučni doprinos ogleda se u unapređenju modela strategijskog marketinga u oblasti primene visokog obrazovanja. Društveni doprinos rada ogleda se u razvoju najvažnije društvene oblasti, obrazovanja., The topic of this paper is theoretical and practical aspect of strategic marketing in the field of higher education. In the paper is emphasized that the first and the most important step in strategic marketing in universities' education is strategic analysis, with models for analysis of global education's market place. Implementation of marketing strategies in development of universities get new approaches, according to trends on global universities market place. Strategic control is important step in strategic development of universities institutions, through point out on gaps in process of implementation of marketing strategies. The goal of the paper is to define modern approach of strategic marketing in positioning of universities institutions in global environment and digital environment. The key hypothesis in the paper is that strategic marketing present's platform for development and positioning of the universities. In the paper are present results of the in - depth interviews with professors at the universities in the region, and analysis of good examples at the universities education. The results of the paper have scientific, professional and social contributions. Scientific contributions of the paper is in development models of strategic marketing in universities education. Social contributions of the paper is development of the most important social field, education.

Težeći proširenju postojećeg znanja o obrascima ponašanja turista kulturnog turizma koji posjećuju Crnu Goru svrha istraživanja je utvrđivanje glavnih razloga koji motivišu turiste kulturnog turizma da koriste elektronsku preporuku kao izvor informisanja o ovoj destinaciji. Da bi se ispunio ovaj zadatak tokom 2019. godine dizajniran je strukturirani upitnik i sprovedeno terensko istraživanje na uzorku od 376 turista kulturnog turizma koji su koristili elektronske preporuke kako bi došli do više informacija o Crnoj Gori. Utvrđeno je dvadeset i sedam indikatora koji su grupisani u tri grupe faktora od uticaja i potom istraženi putem jednosmjerne analize varijanse i T-testa nezavisnih uzoraka. Pored ličnog stava ispitanika rezultati pokazuju da su određene demografske karakteristike kao i zemlja porijekla ispitanika igrali značajnu ulogu po pitanju njihove sklonosti ka korišćenju elektronske preporuke prije same posjete destinacije. Utvrđivanjem konkretnih razloga radi kojih turisti kulturnog turizma koriste elektronsku preporuku istraživanje pruža saznanja koja mogu biti korisna tokom oblikovanja budućih marketiniških strategija destinacije., Aiming to expend the existing knowledge regarding behavioural patterns of cultural tourists who are visiting Montenegro, the purpose of this research is to identify the main reasons that motivate cultural tourists to use e-WOM as a source of information about this destination. To fulfil this task a structured questionnaire was designed and a field research was carried out during 2019 among 376 cultural tourists who used e-WOM to gain more information about Montenegro. Twenty seven indicators were identified and grouped in three groups of factors of influence which were examined using one-way analysis of variance and independent sample T-test. Besides the respondents 'personal attitude, the research shows that certain demographic characteristics and the respondents' country of origin influenced their propensity in using e-WOM prior to visiting this destination. By identifying concrete reasons why cultural tourists use e-WOM, this study offers insights that can be useful in designing future destination marketing strategies.

Doktorska disertacija pod naslovom „Integracija digitalnih komunikacija i kanala prodaje u funkciji unapređenja tržišne pozicije banke” predstavlja istraživanje uticaja digitalnog bankarstva na unapređenje poslovnih performansi banke i ostvarivanje definisanih ciljeva. Da bi imale konkurentsku prednost banke moraju da ulažu u promociju usluga i da uvode inovacije u svoje poslovanje, ali i da unapređuju i integrišu svoje komunikacione i prodajne kanale. Prednosti digitalnog bankarstva, pored prikupljanja većeg broja klijenata, su mogućnost optimizacije i standardizacije, što za rezultat treba da pruži visok kvalitet isporuke i niske troškove pružanja usluge. Kvalitet finansijske usluge zavisi od zainteresovanosti finansijske institucije da pomogne klijentima, a lična prodaja, predstavlja jedan od značajnih vidova komunikacije u bankama. Klijenti preko kontakta sa zaposlenima stiču neposredne utiske na osnovu kojih proveravaju istinitost propagandnih poruka finansijske institucije. Odnos u komunikaciji prema budućim klijentima je često odlučujući u sticanju lojalnosti i povećanju baze klijenata. Banke se bave analizom prednosti proizvoda za proaktivnu komunikaciju sa klijentom i sastavljaju prodajnom osoblju smernice koje oni koriste u prodajnim razgovorima. Cilj istraživanja ove doktorske disertacije predstavlja istraživanje uticaja digitalnog bankarstva na unapređenje poslovnih performansi banke, odnosno na poboljšanje tržišne pozicije banke u ostvarivanju zadatih ciljeva. Svaka banka teži da ispuni svoje zadate ciljeve u koje spadaju ispunjenje targeta tekućih računa, prodaja kredita, depozita, kartica i osiguranja. Ciljevi koji se postavljaju zaposlenima su različiti kod banaka i zavise od postavljene strategije kojoj banka teži. Ovom doktorskom disertacijom istaknute su prednosti digitalnog bankarstva u privlačenju većeg broja klijenata. Predmet istraživanja doktorske disertacije omogućio je donošenje zaključaka o uticaju karakteristika kanala distribucije usluga

Pregovaranje, kao vrlo složen i dinamičan socijalni proces, zahteva pronalaženje rešenja kojim, sve uključene strane mogu da realizuju svoje ciljeve. Stvaranje usmerenog i razrađenog komunikacionog sistema podrazumeva potrebe za informacijama, njihovu važnost, kanale komunikacije, učestalost komuniciranja i efikasnost. Komunikacione potrebe potvrđuju se potrebama za informacijama, neophodnim za efikasno pregovaranje, osećajem informisanosti u odnosu na događaje koji mogu da utiču na stvaranje dodatih vrednosti. Predmet ovog rada jeste istraživanje i analiza uticaja marketinških komunikacija na proces poslovnog pregovaranja i stvaranje dodatih vrednosti. Istraživački problem doktorske disertacije usmeren je na ispitivanje interaktivnog i međuuticajnog odnosa između instrumenata marketinške komunikacije i faza poslovnog pregovaranja, kao instrumentinstrumenata za kreiranje dodatih vrednosti. Shvatanje poslovnog pregovaranja kao filozofije poslovanja, u čemu posebno značajnu ulogu ima marketinška komunikacija, omogućava preduzeću ostvarivanje mnogobrojnih koristi, odnosno stvaranje elemenata dodatih vrednosti. Upravo se ispitivanjem ciljne javnosti potpomaže merenje efekata miksa marketinških komunikacija, pa tako i njihov uticaj na poslovne pregovore., Negotiating as a very complex and dynamic social process points to finding a solution by which all involved parties can achieve their goals. Creating a focused and elaborated communication system implies information needs, their importance, communication channels, frequency of communication, and efficiency. Communication needs are confirmed by the need for information necessary for effective bargaining, a sense of awareness with regard to events that may affect the creation of value added. The subject of this paper is the research and analysis of the influence of marketing communication on the process of business negotiation and creation of value added. The research problem of the doctoral dissertation is focused on questioning the interactive and interpersonal relationship between marketing communication instruments and phases of business bargaining as instruments for creating additional values. Understanding business bargaining as a business philosophy, where marketing communication plays an extremely important role, enables the company to realize a number of benefits or create value added elements. Just by questioning the target audience, it supports the measurement of the impact of marketing communications and therefore the influence of those on business negotiations.

Predmet istraživanja doktorske disertacije je teorijski i praktični aspekt strateškog planiranja marketing informacionih sistema u poslovanju, uz proveru i uvođenje novog pristupa i metoda u formiranju informacionog sistema u poslovanju. U disertaciji je urađeno istraživanje u oblasti novih pristupa formiranja informacionih sistema u poslovanju, uključujući nove vidove prikupljanja podataka putem Interneta, društvenih mreža i visokointeraktivne online komunikacije. Istraživanje je obuhvatilo preglednu analizu i sistematizaciju postojećih znanja u oblasti kvalitativnih i kvantitativnih metoda marketinških istraživanja u cilju formiranja infomacionog sistema u poslovanju, komparaciju, prednosti i mane u odnosu na klasične metodologije formiranja informacionog sistema i analizu problema sa kojima se istraživači susreću prilikom koncipiranja i implementacije informacionog sistema u procesu podrške poslovanja. Osnovni cilj istraživanja doktorske disertacije je razvoj i unapređenje metodologije za strateško planiranje, koncipiranje i implementaciju marketinških informacionih sistema, kao sistema podrške u procesu poslovanja. Posebni ciljevi istraživanja bili su sistematizacija i naučna analiza dosadašnjih primera strateškog planiranja marketing informacionih sistema u procesu poslovanja iz naučne literature i prakse, istraživanje uticaja podrške marketing informacionih sistema u svim aspektima procesa poslovanja, kao i analiza poslovnih praksi i ponude na tržištu marketing informacionih sistema u Srbiji i regionu. Specifičan cilj istraživanja je razvijanje svesti kod zaposlenih u kompanijama o značaju primene strateškog planiranja marketing informacionih sistema u poslovanju. U disertaciji su naglašene prednosti primene marketing informacionih sistema, kao platforme u procesu poslovnog odlučivanja. Ukazano je na važnost teorijskog i praktičnog unapređenja ove oblasti i njene primene u praksi. Istraživanje predmeta doktorske disertacije u teorijskom delu zasnovano je na si, The doctoral disertation present theoretical and practical aspect pf strategic marketing information systems in bussines, according to new bussines approach and methodology in forming information systems in bussines. In doctoral disertation is present empirical research in field of new approach in forming information systems in bussines, including new types of collecting data on Internet, social media and highinteractive online communications. Research give analysis and sistematization of theoretical knowledge in field of qualitative and guantitative methods of marketing research in order to form information systems in bussines as competetive strengh and opportunities for better position on market place. Basci goal of researh of doctoral disertation is development and imrpivement of methodologies for strategic marketing planning and implementation of marketing information systems, as platform and base in process of strategic marketing planning. Specific goal of research was systematization and scienfic analysis of good examples of strategic marketing planning of information systems in bussines process, according to scientific literature, as well as, based on research of impact of marketing information systems in all aspects of bussines process. Analysis taked place on market of Serbia and region. Specific goal was development of internal marketing awareness in companies about importance of implementation of strategic marketing information systems in bussines process. Doctoral disertation present importance of strategic marketing information systems, as platform in process of bussines decision. The disertation emphasize that on bussines process is important theoretical aspect, as well as, empirical research, based on systematization, analysis, sintesis of relevant iterature and research's results in field of strategic marketing planning of information systems in bussines decision making. This sistematization of knowledge present merge of theotetical knowledge and res

Uvod/Cilj Osnovni cilj ovog članka je da se razvije osnova za kreiranje strategije marketinga na internetu u preventivnoj zdravstvenoj zaštiti kroz istraživanje i kampanju za vakcinaciju protiv humanog papiloma virusa (HPV). Cilj studije je bio uvođenje strateškog pristupa socijalnog marketinga na društvene mreže u kampanji za vakcinaciju protiv humanog papiloma virusa u Srbiji. Metode Kvantitativno istraživanje je sprovedeno anketiranjem putem interneta, tokom decembra 2016. godine, u koje su bili uključeni roditelji čija su deca kandidati za vakcinaciju. Rezultati Dobijeni rezultati istraživanja pokazali su da skoro jedna trećina ispitanika ne zna šta je HPV, a skoro isti broj ispitanika zna da HPV uzrokuje rak. Pored toga, samo 14,5% ispitanika zna da je HPV bolest koja se najčešće prenosi u svetu. Uz odgovarajući nivo svesti o bezbednosti vakcine, 97% ispitanika bi odlučilo da vakciniše svoju decu. Vakcinaciju može da priušti samo 39% roditelja, mada na promenu njihovog mišljenja utiče informacija o ceni HPV vakcine. Shodno tome, 97,5% ispitanika bi se opredelilo za vakcinaciju u slučaju da je besplatno. Zaključak Na osnovu rezultata i poređenja sa najboljim praksama drugih zemalja, predložili smo marketinšku strategiju preko društvenih mreža. Kampanja se fokusira na podizanje svesti o potrebi vakcinacije protiv HPV-a i prevenciju karcinoma, uključujući širenje informacija ciljnoj populaciji putem društvenih mreža., Introduction/Objective The main aim of the paper is to develop a foundation for creating internet social marketing strategy in preventive health care, through research and campaign for vaccination against human papillomavirus (HPV). The aim of the study was to introduce a strategic approach of social marketing on social networks, for vaccination against HPV campaign in Serbia. Methods Quantitative research was conducted through the internet in December of 2016, using the survey method. Participants in the study were parents whose children were candidates for the vaccination. Results The research has shown that nearly one third of respondents do not know what HPV is, and about the same number of respondents know that HPV causes cancer. In addition, only 14.5% of respondents know that HPV is the most common transmitted disease in the world. With adequate awareness of safety, 97% of respondents would decide to vaccinate their children. Only 39% of parents could afford the vaccination, although opinion change is caused by the information about the price of the HPV vaccine. Consequently, 97.5% of the respondents would opt for vaccination in the case that it is free. Conclusion Based on the results, and compared with best practices of other countries, we provided a marketing strategy via social networks. The campaign focuses on the raising awareness of the need for HPV vaccination and cancer prevention, including disseminating information to the target population, through social networks.

Докторска дисертација разматра главне проблеме у управљању односима са пословним партнерима у B2B електронском пословању великих предузећа. Циљ дисертације јесте да се истражи у којој мери савремене технологије електронског пословања, као што су персонализована B2B електронска трговина, друштвене мреже, мобилне технологије и технологије интернета интелигентних уређаја, могу да допринесу решавању проблема и унапређењу комуникације и сарадње са пословним партнерима. Извршена је анализа интерних и екстерних стејкхолдера, као и технологија за управљање односима са пословним партнерима у електронском пословању великих предузећа. Представљен је модел за управљање односима са пословним партнерима и модел дељених процеса у електронском пословању великих предузећа. Такође, представљен је модел координације комуникационих канала, као и модел мерења перформанси пословног система великих предузећа. Еваулација модела је извршена у индустрији обуће., This paper discusses the main problems in the partner relationship management in the B2B e-business of large enterprises. The goal of the research is to determine how modern e-business technologies, such as personalized B2B e-commerce, social networks, mobile technologies and Internet of things can help in improving communication and cooperation with business partners.The analysis of internal and external stakeholders was performed, as well as analysis of technologies for partner relationship management in e-business of large companies. The model for partner relationship management was presented, including the model of shared business processes in e-business of large companies. A model of coordination of communication channels is also resented, as well as the model of performance measurement. Evaluation of the model is made in the footwear industry.

Uvod/Cilj Cilj ovog rada je da istakne faktore koji utiču na kvalitet zdravstvenih usluga u privatnim i javnim zdravstvenim ustanovama u Srbiji. Metode Podaci su prikupljeni maja i juna 2017. godine putem anketnog upitnika. Ukupno je primljeno 406 popunjenih upitnika od 500, što je 81,2% odgovora. Rezultati Identifikovana su četiri važna faktora koja najviše utiču na zadovoljstvo bolesnika u zdravstvenom sektoru u Srbiji: proces prijema, lekar, osoblje i tehnološki alati. Zaključak Model opisuje da je varijabla briga lekara od 66,2 bazirana na procesu prijema, tehnološkim alatima i nezi osoblja. Hipoteza da će tehnološki alati imati pozitivan efekat na brigu o osoblju nije potvrđena., Introduction/Objective The aim of this paper was to highlight and understand factors that influence the quality of healthcare services in Serbia in private and public health institutions. Methods The data was collected during May of 2017 and June of 2017 through an on-field questionnaire. Out of 500 questionnaires in total, 406 were completed and returned, resulting in a response rate of 81.2%. Results The following four most influential factors for patient satisfaction in Serbia's healthcare sector were identified: admission process, doctor care, staff care, and technology tools. Conclusion The model describes that 66.2 variance for the doctor care variable is based on three constructs: admission process, technology tools, and staff care. The hypothesis that technology tools will have a positive effect on staff care was not confirmed.

Izazovi holističkog marketing pristupa i strategija u umetničkim projektima, zasnovani su na uključenosti internog marketinga, integrisanog marketinga, relacionog marketinga i društveno odgovornog marketinga. Holistički marketing pristup u umetničkim projektima zasnovan je na inkluziji klasičnih i modernih medija, kao i na mogućnostima da se umetnički projekti približe ciljnim grupama, na moderan način. Marketing u umetnosti je specifično polje marketinga i zahteva sofisticiran pristup, što predstavlja izazov. Ključ uspeha i dobar način predstavljanja umetničkih ideja i poruka ciljnim javnostima je spoznaja i istraživanje njihovih potreba i želja. Cilj umetničkih projekata je da motiviše publiku na razmišljanje o društvenim problemima, kao i da ih inspiriše da aktivno učestvuju u društvenim promenama i razvoju društva u celini. Umetnost je uvek bila pokretač društvenih promena. Stoga, marketing strategije u umetničkim projektima predstavljaju izazov za holistički marketing pristup. U modernom okruženju, strategije brendiranja se adaptiraju i menjaju, u skladu sa modernim, društvenim medijima. Umetnički projekti su podržani na novim, modernim, komunikacionim platformama. Strategije relacionog marketinga su dobar način da se komunicira sa publikom. Strategije emocionalnog brendiranja umetničkih projekata predstavljaju poseban izazov za holistički marketing pristup. Moderni muzeji, kao što su Louvre muzej i Tate Modern muzej, koriste društvene mreže za komunikaciju sa ciljnim javnostima, sa posebnim akcentom na novim izložbama u oblasti slikarstva, fotografije i skulpture. Rad predstavlja moderni primer umetničkog projekta, pod nazivom 'Govor tela'., A challenge of holistic marketing approach and strategies in artistic projects is based on the inclusion of internal marketing, integrated marketing, relationship marketing and socially responsible marketing. It is also based on the inclusion of classical and modern media, as well as on the opportunities to get artistic projects closer to target audiences in a modern way. Marketing in the arts is a specific field of marketing and requires a sophisticated approach, what is a real challenge. The key to success and a good way to present artistic ideas and messages to target audiences is to research their needs and wants. The goals of artistic projects are to motivate the public to think about and become a part of the social changes. Art lends support to the social changes. Thus, marketing strategies in artistic projects represent a challenge to the holistic marketing approach. In the modern environment, branding strategies are changing and adapting to modern social media. It can be seen that artistic projects are often supported by the new media communication platforms. Relationship marketing strategies are a good way to communicate with the public. Emotional branding strategies of artistic projects represent a special challenge to the holistic marketing approach. Modern museums, such as the Louvre Museum and the Tate Modern Museum, use social media to communicate with the target audience, but especially for the new exhibitions in the field of painting, photography and sculpture. The paper presented here shows a modern example of the artistic project 'The Body Language'.

Predmet istraţivanja rada je razvoj modela infrastrukture za internet marketing istraţivanja u elektronskom poslovanju. Centralnom problemu koji se razmatra u radu prethodi pojava velike koliĉine podataka – Big Data. Sa razvojem tehnologija i ekspanzijom interneta došlo je do dostupnosti velike koliĉine podataka koji su rasprostranjeni po globalnoj mreţi bez reda i strukture. Model razvijen u radu ima za cilj da na efikasan i efektivan naĉin doprinese standardu prikupljanja, skladištenja, obrade i analize dostupnih podataka, kako eksternih – koji se nalaze na mreţi, tako i internih. Model je razvijen tako da moţe biti implementiran u sve poslovne sisteme. U radu će biti predstavljen model infrastrukture za internet marketing istraţivanja u elektronskom poslovanju baziran na Big Data tehnologiji., The subject of the research work is to develop the Infrastructural model for internet marketing research in the e-business. The central problem of the paper preceding is the appearance of large amounts of data – Big Data. Development of technology and the expansion of the Internet has led to the accessibility of large amounts of data that are scattered on a global network with no structure. The model developed in the paper aims to efficiently and effectively contribute to standards of collection, storaging, processing and analysis of available data, both external – that are on the network, as well as internal. The model was developed so that it can be implemented in all business systems. The infrastructural model for internet marketing research in e-business based on Big Data technology will be presented in this paper.

U sveobuhvatnim reformama koje očekuju R Srbiju u procesu približavanja Evropskoj uniji, značajno mesto će zauzimati i reforma zdravstveno-socijalnog sistema. Već sada je evidentno da država Srbija, prvenstveno zbog finansijsko-organizacionih aspekata, neće moći da se osloni isključivo na državne zdravstvene sisteme, već će značajno mesto zauzeti i mreža privatnih zdravstvenih ustanova. Iako na teritoriji R Srbije već postoji određeni broj ovakvih ustanova, pa čak i sistema, ovaj sektor je tek u razvoju i u budućnosti treba očekivati njihov dinamički prosperitet. S obzirom na navedeno, uspešnost razvoja privatnih zdravstvenih ustanova u velikoj meri će zavisti od pravilnog organizovanja marketinško-prodajnih procesa i predviđanja izazova sa kojima će se ovakve ustanove susretati u tržišnoj utakmici koja je tek počela. Definisanje i razvoj modela međuzavisnosti prodajnih i marketinških aktivnosti aktivnosti i njihov uticaj na razvoj i pozicioniranje brenda je priporitetni zadatak menadžmenta privatnih zdravstvenih ustanova i sistema. Ovaj rad će nastojati da, shodno dosadašnjim iskustvima i naučno istraživačkim projektima, da osnovne smernice za njihovo predviđanje., In conceptual reforms, which are expected to happen in the Republic of Serbia, during its approaching to the European Union, the reform of the health-social system will take very remarkable place. It is very obvious now that Serbia will not be able to rely exclusively on state health systems, firstly because of financial and organizational aspects, so the network of the private health institutions will certainly take very important place in the health system in Serbia. Although there is a certain number of this kind of the institution, even systems in Serbia, this sector is in progress and in the future we should expect its dynamical prosperity. Considering all of these facts, the success of development of the private health institutions will mostly depend on proper organization of marketing and sale process and prediction of challenges where those institutions will meet each other in a trade game which has just started. Definition and developmental model of inter-dependency of sale and marketing activities and their influence at development and brand position is the preferential management task for private health institutions and system. This work will tend to give some basic recommendation for their expectation, agreeable with previous experiences and scientific-research project.

Докторска дисертација „Планирање маркетинг комуникационих стратегија у културно-образовним институцијама за децу'' садржи систематизацију теоријских сазнања, насталих на основу резултата досадашњих истраживања маркетинг комуникационих стратегија у култури и културно-образовним институцијама за децу и сазнања из праксе, стечена приликом вишегодишњег рада у институцији културе за децу Градске управе - Града Београда, као и многобројним пројектима за децу и младе. С обзиром да не постоји литература која целовито третира овај проблем, циљ овог истраживања је равномерно третирање културно-образовних институција за децу са другим институцијама културе које су намењене старијој популацији. Проблем који се у дисертацији третира је непостојање свести о тржишном размишљању у институцијама културе за децу, чиме се директно угрожава опстанак институције и њен будући развој. За потребе истраживања, користећи интервјуе, фокус групе, упитнике и студије случаја, анализиране су државне и приватне институције и организације за децу и младе у Србији и региону, са освртом на друге сличне институције и ван региона. Анализирајући проблем примене маркетинг комуникационих стратегија и односа с јавношћу, показало се колико институције за децу планирају и спроводе маркетинг комуникационе стратегије. У раду су приказани и позитивни примери из праксе, ради свеобухватног поређења. У оквиру рада анализиране су и специфичности маркетинг комуникације у области културе и образовања, као и корелација непрофитног маркетинга и односа с јавношћу, која мора да постоји у непрофитној културно-образовној делатности. Да би институција културе за децу стекла конкурентну позицију, мора да задржи постојеће кориснике, да придобије оне који су део потенцијалне публике, али и да пробуди потребу за истим и код такозване непостојеће публике. Препреку у развоју пословања културно-образовних институција представља непостојање довољног броја публике., Doctoral dissertation "Planning of marketing communication strategy in cultural-educational institutions for children'' contains a systematization of theoretical knowledge, created on the basis of previous studies of marketing communication strategies in culture and cultural and educational institutions for children, practical knowledge acquired during many years of work in the cultural institution for children founded by City of Belgrade, as well as numerous cultural projects for children and youth. The goal of this research is equality in treating of cultural-educational institutions for children with other cultural institutions which are intended for older population, given that there is no literature that comprehensively treats this problem. The problem that this dissertation treats is the lack of awareness of the market thinking in cultural institutions for children, which directly threatens the survival of the institution and its future development. For this study, interviews, focus groups, surveys and case studies were used; also, public and private institutions and organizations for children were analyzed, from Serbia and the region, with regard to other similar institutions outside the region. Paper analyzes the problem of implementation of marketing communication strategies and public relations, and shows how institutions for children plan and implement marketing communication strategies. The paper presents positive examples from practice for a comprehensive comparison. The paper analyzes the specificity of marketing communication in the field of culture and education, as well as the correlation between the non-profit marketing and public relations, which must exist in non-profit cultural and educational activities. Cultural institutions for children must gain a competitive position, must retain existing customers and must win potential audience, but also need to awake the cultural need with the so-called non-existent audience. The obstacle to development

Informacione tehnologije i Internet doneli su nove pristupe u marketingu i integrisanim komunikacijama, ostvarivši uticaj skoro na sve marketinške koncepte i alate. U eri digitalnih komunikacija kvalitativne i kvantitativne istraživačke metode rapidno se prenose u okruženje na Internetu, neodvojivo otvarajući ne samo novo polje istraživanja, već i čitav niz metodoloških pitanja vezanih za koncipiranje, planiranje i implementaciju kvalitativnih i kvantitativnih marketinških istraživanja na Internetu. Doktorska disertacija “Razvoj metodologije marketinških istraživanja na Internetu” za centralni predmet istraživanja ima metodologiju i praksu marketinških istraživanja na Internetu, uz proveru i uvođenje novog pristupa i metoda u istraživanjima u oblasti marketinga i komunikacija. Literaturno istraživanje u okviru disertacije obuhvata detaljnu analizu i sistematizaciju postojećih znanja u oblasti kvalitativnih i kvantitativnih metoda marketinških istraživanja u onlajn okruženju, identifikaciju prednosti i ograničenja u odnosu na klasične istraživačke metodologije, kao i analizu problema sa kojima se istraživači susreću prilikom koncipiranja i implementacije istraživanja na Internetu. U disertaciji su detaljno obrađene psihosocijalne karakteristike i razmatrana motivacija potencijalnih učesnika u istraživanjima na Internetu. Dat je specifičan osvrt na učesnike agencijskih onlajn panela i analizirane su različite metode i problematike uzorkovanja, reprezentativnosti uzorka i regrutovanja učesnika u istraživanju. Detaljno su obrađene prednosti i mane istraživanja koja se vrše putem agencijskih onlajn panela, analizirani su i softveri koji se koriste za kreiranje i analizu upitnika na Internetu, a uz sagledavanje trenutnih globalnih trendova i praktičnih primera u ovoj oblasti, izvršena je i analiza prakse i ponude marketinških istraživanja na Internetu u Srbiji i regionu. Praktični deo doktorske disertacije usmeren je na razvoj sveobuhvatnog modela metodološkog unapređenja, Information Technologies and Internet introduced the new principles into marketing and integrated communications, influencing almost all marketing concepts and tools. In the era of the digital communications, both qualitative and quantitative research methods are rapidly transferring into new Internet environment, immanently opening a new field of research, as well as number of methodological questions related to design, planning and implementation of Internet-based qualitative and quantitative marketing research. Central research topic of the doctoral dissertation “Development of Methodology for Online Marketing Research” is methodology and practice of Internet-based marketing research, accompanied with testing and introduction of new approach and methodology in the the fields of online marketing and communications research. The literature research presents in-depth analysis and systematization of existing knowledge in the field of online-based qualitative and quantitative marketing research methods, identification of advantages and limitations in comparison to traditional methods, as well as the analysis of the problems researchers are facing within design and implementation of the Internet-based research. Psychosocial characteristics and motivation of prospective participants in online marketing research is additionally analyzed. A specific overview of the online panel participants has been provided; various methods and problems related to sampling procedures, sample representativity and research participant recruitment have been analyzed. Advantages and disadvantages of the agency online panel research have been subject of the in-depth analysis, and various software solutions used for construction and analysis of the online surveys have been examined. Analysis of practice and range of online marketing research in Serbia and the region has been executed, bearing in mind global trends and practical examples in this area. Practical element of the doctoral dissertat

Social sciences / marketing, Kulturne ustanove koje žele da zadrže umetnicki kvalitet i koje se bave tkz. nekomercijalnim sadržajima suocavaju se danas sa brojim izazovima i iskušenjima. Naime, kulturne institucije danas posluju na tržištu koje ima svoje brojne zakonitosti i kojima moraju da se prilagode. Komercijalna preduzeca oduvek posluju na tržišnim osnovama i iza sebe imaju dugu tradiciju primene strateškog planiranja marketinga, dok sa druge strane kulturne ustanove bile su decenijama zašticene od pravila koje namece otvoreno tržište. Naime, savremeni principi poslovanja i dinamicno okruženje nametnulo je kulturnim ustanovama da prihvate i primene strateško planiranje marketinga ali i da ga prilagode sopstvenim potrebama i zakonitostima. Praksa je pokazala da ustanove koje nisu spremne da uce, da se prilagoavaju i da primenjuju strateško planiranje marketinga i integrisanu marketinšku komunikaciju gube ne samo publiku vec i sponzore i medijsku podršku. Drugim recima, u uslovima velike konkurencije i velikog izbora provoenja ogranicenog slobodnog vremena jedino strateško planiranje marketinga omogucuje opstanak na tržištu kulturnih proizvoda. Cilj ovog rada je da analizira koliko prihvatanje i primena strateškog planiranja marketinga i integrisane marketinške komunikacije može da doprinese uspehu i opstanku kulturnih ustanova u uslovima sve surovije borbe za izvorima finansiranja, medijske podrške i za stalnom publikom. Osnovni cilj je da se pokaže da kulturne ustanove mogu da zadrže svoj kulturni program, odnosno da ne moraju da odustanu od umetnickog kvaliteta, i da istovremeno dosegnu do svoje publike, medija i sponzora ukoliko kontinuirano planiraju svoje aktivnosti, u skladu sa svojom misijom i vizijom, i komuniciraju sa svojim ciljnim javnostima. Prednosti strateškog planiranja marketinga omogucava bolje razumevanje promena u okruženju, proaktivan odnos prema promenama, bolju koordinaciju aktivnosti, kvalitetniju komunikaciju izmeu zaposlenih i bolju organizovanost. U cilju dokaziva, Cultural institutions that want to maintain the artistic quality and dealing with so-called non-commercial facilities are faced today with a number of challenges and temptations. The cultural institutions today operate in a market that has its numerous legality to which they need to adhere. Commercial companies always operate according to market principles and stand behind a long tradition of applying the strategic planning of marketing; and on the other hand cultural institutions were protected for decades by the rules imposed by the open market. The modern business principles and dynamic environment have imposed on cultural institutions to adopt and implement strategic marketing planning as well as to adapt it to their own needs and patterns. Practice has shown that institutions that are not willing to learn, adapt and apply strategic marketing planning and integrated marketing communications, are more likely to lose, not only the audience but also the sponsors and media support. In other words, under conditions of high competition and a large selection of conducting limited free time only strategic marketing planning allows for survival in the market of cultural products. The aim of this paper is to analyze how the adoption and implementation of strategic planning and marketing, with integrated marketing communications can contribute to the success and survival of cultural institutions in an increasingly harsher struggle for funding, media support and the constant audience. The main goal is to show that cultural institutions can retain its cultural program, meaning that they do not have to give up on artistic quality; still being able to reach their audience, media and sponsors, with continuos plan of their activities, and all in the accordance with its mission, vision and communication with their target audiences. Benefits of Strategic Planning Marketing allows a better understanding of changes in the environment, proactive attitude towards change, better coordi

Predmet istraživanja rada je analiza načina na koji studenti koriste sadržaje na Internetu. Akcenat je na edukativnim i informativnim potrebama studenata na izabranom statističkom uzorku. Internet stranice su struktuirane prema afinitetima studenata. U tom smislu, eksplicitno su u analizu uključeni obrazovni sadržaji, informativni i sadržaji zabavnog karaktera. Nakon terenskog istraživanja na uzorku od 238 studenata sprovedena je kvantitativna analiza i izvedeni kvalitativna ocena. Podaci su obrađeni u softveru SPSS. Rezultati su pokazali na koji način studenti procenjuju ukupnu količinu vremena koje provode na Internetu. Izvedeni zaključci odnose se i na procenu tog istog vremena, kao eventualno ograničavajućeg faktora u pogledu kontakata, koji imaju sa realnom socijalnom sredinom. Data ocena zasniva se na potrebi za sagledavanjem navika i ponašanja studenata na Internetu kao i za njihovom organizacijom vremena u odnosu na Work-life balans., The subject of this research is to analyze the way in which students use content on the Internet. The emphasis is on the educational and informational needs of students in the selected statistical sample. Internet sites are structured according to the preferences of students. In this sense, have been explicitly included in the analysis of educational content, information, and entertainment. After a field study on a sample of 238 students conducted a quantitative analysis and qualitative assessment derived. Data were processed in SPSS software. The results showed how students estimate the total amount of time you spend on the Internet. Conclusions also apply to the assessment of the same time, as a possible limiting factors in terms of contacts, which have to do with real social environment. Data evaluation is based on the need to analyze the habits and behavior of students on the Internet as well as their organization of time in relation to the Work-life balance.

This paper considers the attributes of Serbian companies in regard to their knowledge and application of e-banking, thus measuring their ability to do business with potential business partners. This, in turn, gives foreign partners the possibility to make business decisions based on reliable information about potential Serbian markets and companies. The primary hypothesis is that companies in Serbia are familiar with e-banking to the extent that enables them to use it in dealing with international companies. This paper presents the results of a survey of 104 companies in Serbia. It was found that 94 percent of companies use at least some form of e-banking in their operations. The results of this study are primarily intended to encourage researchers to focus their research toward the generation of business information that contributes to more reliable insights into the business environment. On the other hand, it presents business people the possibility and feasibility of thorough preparation for business connections, i.e. the supply of information on potential markets and channels of business operations to recover from the present economic crisis.

Uzevši u obzir savremene tendencije u oblasti oglašavanja, generisanje i upotreba baza podataka postaje od kritične važnosti za postizanje željenih efekata, dosezanje do ciljnog auditorijuma i njihovo podsticanje na kupovinu akcija. Baze u ovom slučaju obuhvataju sve podatke koje oglašivači ili angažovane agencije mogu sakupiti o ciljnim grupama, a koji se tiču njihovih geografskih i socio-demografskih profila i biheviorističkih obrazaca, naročito kada je u pitanju konzumiranje određenih proizvoda i praćenje medijskog sadržaja. Takve baze su naročito značajne za određivanje adekvatnih medija i strategija oglašavanja u odnosu na pripadnike ciljnog tržišta koji se nalaze u različitim fazama kupovine. Kako se svi potrebni podaci retko kada mogu prikupiti iz jednog izvora, u praksi bi trebalo pristupiti integraciji više baza podataka, primenom odgovarajućih tehnika, kako bi se dobio kompleksniji profil pripadnika ciljnih grupa., Taking into account the modern tendencies in advertising, generation and use of databases is imposed as critical for achieving desired effects, reaching target audiences and their incitement to purchasing actions. Databases in this case include all data that advertisers or marketing agencies can collect on the target groups, which are related to their geographic and socio-demographic profiles, as well as behavioral patterns, especially when it comes to the consumption of certain products and media content. Such bases are essential for determining the appropriate media and advertising strategies in relation to members of target markets that appear to be in various stages of purchasing process. As all necessary data rarely can be collected from a single source, the integration of multiple databases by using appropriate techniques should be implemented in practice, in order to obtain more complex profiles of target groups.

Institut Servantes u Beogradu osnovan je 2004. godine i od tada sprovodi redovno aktivnosti odnosa s javnošću. Prema broju posetilaca, polaznika kurseva i članova biblioteke 'Hose Jero', koja je u sastavu centra, zaključuje se da se aktivnosti odnosa s javnošću sprovode uspešno. Rad se bavi kvantitativno-kvalitativnom analizom aktivnosti odnosa s javnošću sprovedenih od septembra 2011. do juna 2012. Zahvaljujući redovnom praćenju medija i sprovođenju anketa kod posetilaca kulturnih događaja i polaznika kurseva, možemo utvrditi koliko aktivnosti odnosa s javnošću doprinose poseti centru. Institut Servantes primenjuje i druge instrumente promocije kao što su unapređenje prodaje, oglašavanje, direktni marketing, ali odnosi s javnošću predstavljaju najvažniju aktivnost integrisanih marketinških komunikacija. Posebnu pažnju posvetićemo sve važnijoj direktnoj komunikaciji koju omogućavaju novi mediji. Poseban cilj je da se pored precizne analize dijagnostikuju problemi i predlože rešenja koja mogu da se praktično primene u radu centra. U radu su korišćeni analitičko-sintetički, metod ispitivanja i deskripcije., The Institute Cervantes is a public not-for-profit institution founded by the Government of Spain in 1991, with the aim to promote the Spanish language and the cultures of Spanish speaking countries around the globe. Nowadays it represents the largest international Spanish teaching organization with more than 70 centers on four continents. The Institute Cervantes in Belgrade was founded in 2004 and ever since the Institution has been entirely dedicated to promotion of the Spanish language and its culture in Serbia. Almost instantly the Institute has gained immense popularity. This paper deals with quantitative and qualitative analysis of public relations policy implemented in the Center in the period 2011- 2012. Thanks to the regular media monitoring and introduction of visitors' surveys in the Institute, it is possible to determine the impact of public relations activities on people who visit cultural events. In the Institute Cervantes public relations are conducted through media relations, social media, internal communications, special events, sponsorship or partnership and community relations. Media relations are the most important among these activities. During the season 2011/2012 the Institute Cervantes published 1.177 media releases, in different media (66% on the Internet, 22% in print media, 7% on TV and 4% in magazines). According to visitors' surveys, the Internet web sites are the main source of information for our visitors. Next to them, as very important channels, there are social media. The Institute Cervantes maintains a very good direct communication with 5.423 fans through one of these media and has, per month, nearly 13.000 visitors on its web site. The Institute Cervantes also uses other activities for promotional purposes, such as sales promotion, advertising, or direct marketing. Nevertheless, PR activities are the key element in promotional strategy. In addition to accurate analysis, our specific objective is to diagnose the problems and propo

Cilj ovog rada je da utvrdi uticaj izabrane strategije krizne komunikacije na impresiju, poverenje i nameravano ponašanje potrošača. Da bi se ispunio ovaj cilj, konstruisan je konceptualni model koji predstavlja kombinaciju dva postojeća modela: strukturalnog modela procesa evaluacije potrošača u kriznoj situaciji (vidi/11/ str. 381) i modela poverenja između ljudi u komercijalnim odnosima (vidi/8/ str. 118). Sprovedeno empirijsko istraŽivanje na bazi 23 indikatora je potvrdilo konceptualni model. Pomoću faktorske analize sa varimax rotacijom je dobijeno pet faktora: impresija potrošača prema organizaciji, stepen poverenja potrošača u organizaciju, namera potrošača da preporuči, namera potrošača da nastavi kupovinu i namera potrošača da pređe kod konkurencije. Statističkim tehnikama za poređenje grupa su dobijeni efekti krizno komunikacionih strategija na ove odgovore potrošača. Strategija 'Izvinjenje' je jedina strategija koja ima pozitivan uticaj na ponašanje potrošača. Primena ove strategije omogućava menadžmentu organizacije da zadrŽi potrošače i nastavi razvoj odnosa sa njima., The aim of this paper is to determine the effects of organizational crisis responses on customers' impression, trust and behavioral intention. In order to achieve this aim, the conceptual model is constructed that combines two existing models: the path model explaining customers' evaluation process in organizational crisis by Lee (see/11/ pp. 381) and the conceptual model of trust between people in the commercial relations, developed by Guenzi and Georges (see/8/ pp. 118). Empirical research based on 23 indicators confirmed the conceptual model. Using factor analysis with varimax rotation, five factors were obtained: impression toward the organization, degree of trust in the organization, customer's intention to recommend, customer's intention to switch to competitors and customer's intention to re-buy/cross-buy. Effects of the crisis communication strategies on these customer responses were obtained by statistical techniques group comparison. 'Apology' strategy is the only strategy that has a positive impact on customer behavior. Implementation of this strategy allows the management of the organization to retain customers and to continue developing relations with them.

Objective: In order to measure patients' satisfaction in the Institute of Orthopaedic Surgery "Banjica" there was study about quality of healthcare services, quality of employees practice, as well as, quality of healthcare treatments and other services. Methodology: The questionnaires, focus group interviews, were conducted with 90 patients, consumers of healthcare services in Institute of Orthopaedic Surgery "Banjica" from August to November 2010. Interviews were anonymous, which gives freedom of opinion in patients' population. Results: The results show that patients' satisfaction with healthcare services in this Institute is very high. According to the results, it is 85.8% patients which are very satisfied with healthcare services. Evaluation of general satisfaction, 70.1% of patients have opinion that this Institute is more competitive then others on healthcare orthopaedic market place in Serbia. Patients will choose this Institute again for their healthcare problems (85.6%), which show that this Institute has very satisfied patients and patients which will give good recommendation for the Institute. Conclusions: Satisfaction of patients is key point in healthcare organizations, because their satisfaction is real measure of healthcare institutions work and measure of branding institutions in patients' mind. Also, patients' satisfaction shows real position of healthcare institutions on market place. The truth is that healthcare organizational strength comes from within the team of people that work there, which fulfils patients' satisfaction with their practices as doctors, nurses, technicians and others medical staff. This research present that the Institute of Orthopaedic Surgery "Banjica" is well positioning on healthcare marketplace and that patients are very satisfied with healthcare services in this Institute. According to research, Institute in further work have to follow modern approaches in medicine and management field, in order to keep leader position o

Hallux valgus je kompleksan deformitet prednjeg stopala. Pored lateralne devijacije prvog metatarzofalan-gealnog zgloba veće od 15-20 stepeni i intermetatrzalnog varusa većeg od 8-9 stepeni, odlikuje se i opsežnim promenama u mekim tkivima svoda, sezamoidnom mehanizmu i metatarzokuneiformnom zglobu. Javlja se gotovo isključivo kod ljudi koji nose obuću. Iako se donekle može tretirati neoperativno, korektivnim separatorima i ulošcima, dominantno lečenje je operativno. Opisan je veliki broj operativnih postupaka čiji je cilj korekcija deformiteta i uspostavljanje normalne biomehanike prednjeg stopala. Postoji sedam konceptualno različitih procedura počevši od jednostavne buniektomije, preko raznih mekotkivnih procedura, metatarzalnih i falangealnih osteotomija, do resekcione artoplastike i metatatrzofalan-gealne artrodeze. Sve imaju jasne indikacije i nijedna od njih nema prednost nad ostalima. U skladu sa etiopatogenezom bolesti prevencija je jednostavna: nošenje udobne obuće., Hallux valgus is a complex deformity of the forefoot. Beside the lateral deviation of the first metatarsophalangeal joint angle exceeding 15-20 degrees and intermetatarsalvarus exceeding 8-9 degrees, it is also characterized by extensive changes of the soft tissue arch, sesamoid mechanism and metatarsocuneiform joint. It occurs almost exclusively in humans wearing shoes. Although in some measure it can be treated non-operatively, by corrective separators and inserts, operative treatment is predominant. There are numerous operative procedures aimed at the correction of the deformity and inducing normal biomechanics of the forefoot. There are seven conceptually different procedures starting from simple bunionectomy, through various soft tissue procedures, metatarsal and phalangeal osteotomies, to resection arthroplasty and metatarsophalangeal arthrodesis. All have clear indications, and none of them has advantages over the others. In accordance with the etiopathogenesis of the disease prevention is easy; wearing comfortable shoes.

Lukovi stopala su definisani položajem kostiju i stabilizovani aktivnim i pasivnim mekotkivnim strukturama. Najznačajniji lukovi stopala su longitudinalni, medijalni i lateralni. Oni se tokom života razvijaju i menjaju, a najčešći poremećaj predstavlja ravno stopalo. U prve dve godine života oslonac punim stopalom se smatra fiziološkom pojavom, a nakon toga predstavlja deformitet koji zahteva dijagnostiku i terapiju. Fleksibilno ravno stopalo je uzrokovano ligamentarnom labavošću, najčešće je bezbolno i leči se simptomatski (propisivanje odgovarajuće obuće i kineziterapija). Rigidno ravno stopalo najčešće nastaje usled koštanih promena (vertikalni kongenitalni talus, tarzalna koalicija) nastalih idiopatski ili u sklopu neuromuskularnih patoloških stanja, a bolne tegobe su najčešće prisutne. I ovde se lečenje počinje neoperativnim metodama, ali je najčešće neophodno primeniti neku od vrsta operativnog lečenja., Foot arches are defined by the position of bones and stabilized by active and passive soft tissue structures. The most significant foot arches are longitudinal, medial and lateral. During lifetime they develop and change, while the most significant disorder represents the flatfoot. During the first two years of life, the flatfoot in full weight bearing position is considered a normal physiological condition, while in later age it represents a deformity requiring additional diagnostics and treatment. The flexible flatfoot is caused by ligamentous laxity, it is mostly pain-free and is treated symptomatically (prescription of adequate shoes and kinesitherapy). The rigid foot is most often caused by bone changes (tarsal coalition, vertical congenital talus) occurring idiopathically or within neuromuscular pathological conditions, with mostly present pain problems. In such cases treatment is also initiated by non-surgical methods, however, some type of surgical treatment is most frequently necessary to be used.

Virtuelna realnost kao okruženje od svog pojavljivanja privlačila je veliku pažnju korisnika, a samim tim, omogućavala plasiranje različitih informacija iz domena marketinga, PR-a, obrazovanja... Njen multidisciplinarni karakter činio je konstantno inspirativnom za proučavanje, ali podjednako i složenom. Iz tog razloga, niz je primera primene virtuelne realnosti u medicini, edukaciji, proizvodnji, dizajnu, prodaji, na sajmovima i zabavi... Istraživanje 'Praktična primena virtuelne realnosti u marketinškim komunikacijama i obrazovanju na daljinu' sprovedeno je na studentima i zaposlenima koji se bave informacionim tehnologijama i menadžmentom. Predstavljen je primer koji ilustruje upotrebu virtuelne realnosti u učenju na daljinu. Svoje stavove ispitanici su izrazili putem niza ajtema koji su im dostavljeni upitnikom. Dobijeni rezultati tumačeni su u kontekstu poznatih teorijskih okvira marketinga i učenja na daljinu. ., Since its beginnings, virtual reality as an environment has attracted considerable attention of many a user and hence allowed for varied information in the domains of marketing, PR, education ... to be accessible. Due to its multidisciplinary character it appeared to be a continual inspiration for research, however an equally complex subject. It is for this reason that numerous examples of virtual reality implementation are encountered in medicine, education, manufacture, design, sales, at fairs and in entertainment activities... The research titled 'Practical Implementation of Virtual Reality in Marketing Communications and Distance Education' was conducted on the sample of students and employees engaged in information technologies and management. An example was presented that illustrates the implementation of virtual reality in distance education. The respondents were invited to express their attitudes via a number of items offered to them in a questionnaire. The obtained results were interpreted in the context of well known theoretical frameworks of marketing and distance learning. .

Objective: In order to better understand manager attitude in health care organization in Slovenia, Macedonia and Serbia we analyzed and compare their goal statement which are oriented internal (on employees) or on external perspective (patient attitude). We also summarized the differences between countries in achieving patient satisfaction and necessary skills from manager's view. Methodology: The questionnaires were conducted with 310 managers in health care organizations in Serbia, Slovenia and Macedonia. We used previous similar studies to define questionnaire form. Results: The findings suggest that the health care managers should educated to adopt various management practices of better adopting to the environment changes and improve their managerial skills which are important for better managing the health care organization. The management goals behind adopting these best practices were related not only to patients but also to employees. The research study describes better understanding of similarity and differences of achieving patient satisfaction between three different countries in region: Serbia, Slovenia and Macedonia and explain what kind of health care management practices may improve in the future from the managerial perspective. Conclusions: Our research study presents that the health care manager in Serbia and Macedonia are oriented on carry out the activities of all employees and fulfillment of the norms regarding the number of patients. Managers from Serbia also focus their goal on the competence of employees in the health care practice. Managers from health care organizations from Slovenia are more external oriented. They focus more on achieving patient satisfaction and correct attitude towards patients. Also, we have investigated the most important skill for better managing the health care organization for Serbia, Macedonia and Slovenia is decision making skill. Another similarity between Serbia and Macedonia health care system was describe throu

Cilj ove studije jeste da izmeri kvalitet usluga koje pruža bankarski sistem u Libiji i da odredi značaj kvaliteta pojedinačnih usluga. Pored toga, u studiji merimo odnos između kvaliteta bankarskih usluga i zadovoljstva klijenata. Uzorak na kojem je studija sprovedena obuhvata 325 upitnika. Da bismo obezbedili bolji kvalitet bankarskih usluga i postigli veće zadovoljstvo klijenata, navodi se u zaključku studije, veoma je važno da razumemo šta klijenti očekuju. Šta više, smatra se da merenje kvaliteta usluge i klijentovo viđenje te usluge predstavljaju glavni pristup razvijanju i unapređenju kvaliteta bankarskih usluga. Studija je takođe pokazala da je odnos između zadovoljstva klijenta i kvaliteta usluge koja mu se pruža veoma značajan. Trajanje saradnje i lojalnost koju klijenti pokazuju banci uglavnom zavisi od shvatanja kvaliteta pružene usluge. Za merenje kvaliteta usluge od koga zavisi zadovoljstvo klijenta i njegova lojalnost banci u ovom radu smo koristili SERVQUAL model. Pošto do sada nije urađena ni jedna studija u ovoj oblasti, smatramo da će ovaj rad biti vrlo interesantan i koristan za bankarski sektor u Libiji. Tema ovog rada je teorijska i praktična analiza merenja kvaliteta usluga u bankarskom sektoru u Libiji. Merenje kvaliteta bankarskih usluga predstavlja jedan od osnovnih pokazatelja kvaliteta banke i doprinosi poboljšanju bankarskih usluga. Primenom različitih instrumenata, naprednih alata i moderne tehnologije u poslovnim i marketinškim aktivnostima, a u sprezi sa komunikacijama, marketinškom i informacionom tehnologijom, pružanje usluga i marketing na različite i višestruke načine izbija u prvi plan aktivnosti kada se radi o marketingu bankarskih usluga različitim zainteresovanim stranama. ., The aim of the study is to measure the service quality of the banking system in Libya and to determine the importance of the service quality items. In addition, the study measures the relationship between the banking service quality and client's satisfaction. The sample of the study includes (325) questionnaires. The study concludes that understanding the client's expectations is very important in the provision of a better banking service quality as well as in achieving client's satisfaction. Furthermore, the measurement of service quality and the client's perception of the service are considered to be the main approach to the development and improvement of the banking service quality. In addition, the findings also show a significant relationship between the client's satisfaction and the service quality provided. Furthermore, the client's continuous dealing with banks and their loyalty depends mainly on the understanding of the provided service quality. In this paper we use the SERVQUAL model in order to measure the service quality that contributes to customer satisfaction and to his loyalty to a bank. Since there has been no studies dealing with this topic so far, this one will be very interesting and useful for the banking sector in Libya. The topic of this paper is a theoretical and practical analysis of measuring the service quality in the banking sector in Libya. Measuring the quality of banking services is one of the basic indicators of the bank's quality and it can contribute to the improvement of banking services. By using the various tools, advanced tools and modern technology in operations and marketing activities with regard to communications, marketing and information technology, service delivery and completion of marketing operations across multiple devices come to the forefront position of marketing banking services to the various parties through these means. .

Uvod. SWOT analiza je menadžerski instrument za analiziranje unutrašnjeg i spoljašnjeg okruženja kroz snage i slabosti, mogućnosti i pretnje. Cilj rada. Cilj rada je bio da se prikaže primena SWOT analize u Službi za dečju ortopediju i traumatologiju Instituta za ortopedsko- hirurške bolesti 'Banjica' u Beogradu. Metode rada. Kvalitativno istraživanje je urađeno u decembru 2008. godine primenom tzv. fokusgrupa čiji su učesnici bili zaposleni zdravstveni radnici i bolesnici ove službe. Proces rada u fokus-grupi odvijao se u dve faze. U prvoj fazi je primenjena tehnika za prikupljanje ideja, 'vrtlog ideja' o faktorima unutrašnjeg i spoljašnjeg okruženja, odnosno prepoznate su snage i slabosti, mogućnosti i pretnje Službe. U drugoj fazi je primenjena nominalna grupna tehnika i smanjena je lista faktora, koji su, prema svom uticaju na Službu, procenjivani na trostepenoj Likertovoj (Likert) skali, od faktora sa najvećim (rang 3) do faktora s najmanjim uticajem (rang 1). Rezultati. Najveću snagu Službe čine: stručan i iskusan kadar, visokokvalitetne usluge, prosečna zauzetost postelja, činjenica da je Služba nastavna baza, zadovoljni korisnici, prijatan ambijent i dopunski rad. Slabosti su: prostorna organizacija, nemotivisanost kadra za stalno usavršavanje, nedostatak pojedinih profila zaposlenih, neadekvatan sanitarni čvor, nemogućnost pružanja usluga koje ne pokriva Fond osiguranja, duga prosečna dužina bolničkog lečenja i nizak materijalni status većeg dela korisnika. Mogućnosti su: zakonska regulativa, formiranje pedijatrijske traumatološke službe u Beogradu, dobra regionalna pozicija Instituta i nova tržišta. Pretnje su: izostanak autonomije Službe u kadrovskoj politici i kadrovska politika Instituta, organizacija Instituta po službama i odeljenjima, konkurencija unutar Instituta, nemogućnost povećanja kapaciteta odeljenja, ishrana neprilagođena bolesnicima, male mogućnosti za stručno usavršavanje zaposlenih, zastarelost opreme Instituta i neformalni oblici plaćanja, Introduction. SWOT analysis is a managerial tool used to evaluate internal and external environment through strengths and weaknesses, opportunities and threats. Objective. The aim was to demonstrate the application of the SWOT analysis on the example of the Department for Paediatric Orthopaedics and Traumatology at the Institute of Orthopaedic Surgery 'Banjica' in Belgrade. Methods. Qualitative research was conducted during December 2008 at the Department for Paediatric Orthopaedics and Traumatology of the Institute of Orthopaedic Surgery 'Banjica' by applying the focus group technique. Participants were members of the medical staff and patients. In the first phase of the focus group brainstorming was applied to collect the factors of internal and external environment, and to identify strengths and weaknesses, opportunities and threats, respectively. In the second phase the nominal group technique was applied in order to reduce the list of factors. The factors were assessed according to their influence on the Department. Factors ranked by the three point Likert scale from 3 (highest impact) to 1 (lowest impact). Results. The most important strengths of the Department are competent and skilled staff, high quality of services, average hospital bed utilization, the Department providing the educational basis of the School of Medicine, satisfied patients, pleasant setting, and additional working hours. The weaknesses are: poor spatial organization, personnel unmotivated to refresh knowledge, lack of specifically trained personnel, inadequate sanitary facilities, and uncovered services by the Insurance Fund, long average hospital stay, and low economic status of patients. The opportunities are: legislative regulations, formed paediatric traumatology service at the City level, good regional position of the Institute, and extension of referral areas. The threats are: absent Department autonomy in the personnel policy of the Institute, competitions within the Institute, impo

Uvod. Institut za ortopedsko-hirurške bolesti 'Banjica' u Beogradu pruža tercijarne zdravstvene usluge na nacionalnom nivou. Nakon decenija neprekidnog razvoja, tokom poslednjih godina, u uslovima velikih socijalnih i državnih promena, perioda tranzicije i raspada bivše Jugoslavije, došlo je do slabljenja Instituta. Cilj rada. Radi prevazilaženja krize, primenili smo moderne metode menadžmenta, kako bismo definisali probleme u vođenju ustanove i predložili odgovarajuće strategije oporavka. Metode rada. Sprovedena je anketa na 100 ispitanika (17,67%) zaposlenih u Institutu. Rezultati su obrađeni metodama deskriptivne statističke analize, PEST i SWOT analizom. Rezultati Ocenjen je uticaj političkih fluktuacija, starenja stanovništva, finansijskog modela i tehnološke zastarelosti. Ispitivani su brojni personalni i interpersonalni faktori: kvalitet medicinske usluge (3,59±0,76, skala 1-5), odnos između učesnika u procesu zdravstvene zaštite (3,39±0,78), uslovi rada (opisani kao neodgovarajući u 91% slučajeva), ljudski, finansijski i drugi resursi, profesionalna saradnja, stimulacija, konkurencija i mobing (zabeležen u 56% slučajeva), javno informisanje, ugled institucije (ocena 3,70±0,88) i PR aktivnosti (neprepoznate u 78% slučajeva). Skoro svi ispitanici (93%) su se izjasnili da na poslu ulažu maksimalni napor. Zaključak. Na osnovu rezultata istraživanja definisano je nekoliko strateških ciljeva. Oni obuhvataju jačanje naučnih aktivnosti, opštu orijentaciju ka specifičnim i ekskluzivnim patološkim stanjima i metodama lečenja, poboljšanje transparentnosti u rukovođenju ustanovom, uvođenje sistema stimulacije zaposlenih na osnovu kvaliteta, podršku promociji i PR aktivnosti Instituta., Introduction. The Institute for Orthopaedic Surgery 'Banjica' in Belgrade provides tertiary healthcare services on national level. After decades of constant development, a recent decline coincided with the decade of great social and governmental disturbance, the transition period after the dissociation of former Yugoslavia. Objective. In order to overcome the crisis, we used modern management methods to define problems in the institution management, and to propose appropriate strategies. Methods. A survey that included 100 employees (17.67%) was carried out, followed by descriptive statistical analysis, PEST and SWOT analyses. Results The impact of political fluctuations, ageing of population, financing model, obsolete medical technology was evaluated. Various personal and interpersonal factors were assessed: the quality of medical service (3.59±0.76, mark 1-5); relations among health service participants (3.39±0.78); occupational conditions (not good-91%); human, financial and other resources; professional cooperation, stimulation; rivalry and mobbing (declared in 56%); public informing, institution image (rank 3.70±0.88) and PR activities (new to 78%). 93% declared to give maximum effort at work. Conclusion. Using these results, we defined several strategic objectives. These include strengthening scientific activities, general orientation to specific and exclusive pathological conditions and treatment methods, improvement of management transparency, introduction of quality-based stimulation of workers, support of promotional and PR activities.