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Management of the organizational and commercial risks in health tourism through the concept of Adresa autora zaduženog za korespodenciju: Jovanka Popovic  jobajcetic@gmail.com Popovic J. Upravljanje organizaciono komercijalnim rizicima FBIM Transactions Vol.2 No. 2 pp. 271-278 272 │ MESTE Published: July 2014 marketing management, contributes to a sustainable success of health tourism, including continuous business success, sustainable development, social responsibility and business ethics, because there can be neither development nor progress, if they are not perceived as a priority for the overall progress. Marketing management in health tourism should be perceived as a modern orientation, which outgrows the framework of the classic organizational structure and leads to much more complex mindset, opening horizons where conservative management of tourism organizations does not see its chance. The paper aims to assess the state of health tourism in the Republic of Serbia and identify the real threats within the overall tourism offer, with the task based on the role of marketing management through the orientation on organizational management and commercial risks and opportunities for the improvement of the achieved development level of health tourism product, following development trends towards the target market of relevant information necessary to make strategic business decisions, with consistent advice for their implementation.

MANAGEMENT OF SERBIAN HEALTH TOURISM ORGANIZATIONAL AND COMMERCIAL RISKS THROUGH MARKETING MANAGEMENT CONCEPT