PERCEIVED USEFULNESS OF MARKETING TOOLS: EVIDENCE FROM BOSNIA AND HERZEGOVINA AND POLAND

Abstract

The aim of this paper is to emphasize how the students understand the practical importance and value of the learning program on the possibility and scope of applying marketing strategies in improving the business of small and medium-sized enterprises. The subject of the research is the students perceived usefulness of traditional and modern digital marketing tools and resources. Deduction, analysis, synthesis and descriptive statistical methods were applied in the paper. The results of the research point to the conclusion that students studying at the observed faculties in Bosnia and Herzegovina and Poland, despite certain differences, recognize the greater usefulness of modern marketing tools compared to traditional marketing tools.