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Faculty of Economics, University PIM , Banja Luka , Bosnia and Herzegovina
Having stepped boldly out of the business framework in the last few decades, the scientific thought of marketing has been enriched with various social components. Marketing thus becomes strongly present in all spheres of social life, and its influences on development processes are also considered. It is analyzed, e.g. the influence of the new, modern marketing concept on the creation of ambient business conditions, but also determines the contribution to the harmonization of social interests and the elimination of the observed tendencies of imperfection of business markets. Thus, by providing services to society, social needs and development trends, adapting and sublimating effects of action, it is indisputably concluded that marketing strongly determines economic and social trends. Hence the opinion, that the new marketing concept of security agencies also has catalytic potentials for mobilizing and directing the limiting factors of the social and business environment. Development practitioners have simply realized that the development of society is impossible to observe without taking into consideration security issues and the consequential conditions that arise from them. Such a concept recognizes security as a central element that is important for sustainable development and poverty reduction, where security reform increases the institutional capacity of the rule of law, legitimacy and functions of the state, but also builds business relations within society based on trust. Trust and security, both personally and institutionally, are accordingly an important factor of economic success and economic development in general. However, development also significantly determines the level of security of the social community, because in the absence of development perspectives, security threats will inevitably appear, such as unemployment, poverty, political instability, and even conflict. In that sense, when it comes to the connection between security and development, it is clear that only at a certain level of security is possible to achieve economic development. Thus, there is a emphasized interdependence between the quality of the security situation and the level of development of business activities in a certain area, and this is the thesis we consider in this paper.
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