3rd International Balkan Annual Conference (IBAC-2013), Saraybosna, Bosnia And Herzegovina, 1 - 04 December 2013, pp.388-404
The study of the prior data concerning the areas of research gained importance today. The study of the previous research shows the path to which area gained importance in the research fields. The aim of this paper is to analyze the academic research papers on marketing about Bosnia. In this respect, papers published in academic journals that includes the list of marketing journals in the American Marketing Association’s (AMA) web site. 22 papers relevant to marketing are analyzed. The results are summarized, evaluated and shown in tables. According to obtained data, Consumer Behavior, Public Relations, Marketing Strategy, International Marketing, Marketing Communication, Branding and Retailing are the key concepts analyzed in. Survey technique is usually prefered to obtain data. The forthcoming results of this study will be helpful for designing future studies.