MARKETING USLUGA ZDRAVSTVENIH USTANOVA U FEDERACIJI BOSNE I HERCEGOVINE MARKETING OF HEALTHCARE SERVICES IN THE FEDERATION OF BOSNIA AND HERZEGOVINA
Marketing is a scientific field that is exposed to permanent changes. First of all, there are major changes taking place in the field of information technology development and marketing communication media. Accordingly, marketing sees in this a chance to incorporate the aforementioned changes through the development of strategies, tactics and tools that will respond to the demands of business entities. The main goal of this study is to examine the importance of marketing of health institutions and health services in the Federation of Bosnia and Herzegovina healthcare system. The study is quantitative, cross-sectional, descriptive and comparative. A questionnaire created by the author on the basis of a review of professional and scientific literature was used as a research instrument. Respondents most often stated that they partially know the legal regulations in the field of health and health care