The Harmony between Marketing and Advertising Strategies

This study mainly aims to identify to what extent Bosnian companies established marketing strategies and the fit between their marketing and advertising strategies and possible benefits gained from the existing fit. Therefore, a developed survey is conducted on 132 employees through Bosnian enterprises. The gathered data is analyzed descriptively. The results suggested that companies have slightly well established marketing strategies. Furthermore, they seem to satisfy the harmony between their existing marketing strategies and advertising strategies. However, it is observed that companies could not get much benefit out of this fit. This study also identifies the influencing factors on marketing and advertising strategies of the firms and most preferred tools in advertising.