Three lecturers from the Faculty of Business and Administration (FBA) at the International University of Sarajevo (IUS) – Prof. Dr. Senad Bušatlić, Prof. Dr. Ognjen Riđić and Adjunct Instructor Dr. Aida Akagić Hodžić - are among the co-authors of the newly published book Osnove strategije marketinga i prodaje (Fundamentals of Marketing and Sales Strategy).
The book was co-authored by Senad Bušatlić, Šemsudin Plojović, Ognjen Riđić, Aida Akagić Hodžić and Suad Bećirović, and offers a broad overview of the relationship between marketing, sales and strategic management in contemporary business.
One of the central ideas of the publication is that marketing is not simply a promotional function, but a key component of strategic decision-making. The authors examine how marketing can influence the development of sales strategies and tactics in both multinational and domestic companies, while also considering the challenges managers face in increasingly competitive and fast-changing markets.
The book places particular emphasis on the need for managers to understand and coordinate the full management process - from planning and organizing to leading and controlling - while using analytical tools such as PESTLE analysis, Porter’s Five Forces, Porter’s generic strategies, SWOT analysis and BCG analysis to support better strategic decisions.
The publication also explores how customer expectations have changed and why companies need to pay greater attention to both marketing and sales functions. In today’s business environment, a good product alone is no longer enough; organizations must understand their customers, differentiate their offer, communicate value clearly and build stronger connections between marketing and sales teams.
An important part of the book is dedicated to the relationship between these two functions. By examining their different approaches and the ways in which they can be better aligned, the authors show how closer cooperation between marketing and sales can contribute to stronger business performance and more effective implementation of strategy.
The publication reflects the continued academic and professional engagement of IUS FBA lecturers in areas that are highly relevant to contemporary business practice, while also contributing to the wider discussion on strategic management, market positioning and organizational performance.
