Industry 4.0 can be interpreted as a business discipline that has led to the automation and digitalization of business systems thanks to Internet of Тhings, Cyber Physical Systems, Cognitive computing, but also Cloud computing that is crucial to the continuous development of Industry 4.0, because Cloud-based technology connects and centralizes information essential for business, and in addition provides an open source platform that improves research for the entire industry. In order to meet customer needs, different industrial branches apply Cloud computing which allows companies to adapt more easily to ongoing technological innovations. Cloud computing with unlimited networking capabilities enables businesses to optimize their business processes and activate their applications, which provide them with data necessary for business analytics. Additionally, thanks to innovative applications on the Cloud platform, personal adaptation to the individual needs of users is made. All of this has also affected the emergence of Cloud-based marketing, which implies the activity of organizations focused on the digital delivery of products and services tailored to users’ individual needs. This paper analyzes the concept of Cloud marketing and defines Cloud marketing platforms that contribute to the optimization of marketing strategies, and the increase in return on investment.

Finansijska kriza je negativno uticala na sve zemlje sveta u uslovima globalizacije sa različitim intezitetom, bez razlike da li se radi o višem ili nižem nivou razvijenosti i različitim privrednim strukturama. U uslovima globalizacije u zemljama u tranziciji izvršena je reforma bankarskog sistema i na taj način je započeto stvaranje novog finansijskog tržišta. MeĎunarodni monetarni fond uzeo je aktivno učešće u procesu tranzicije zemalja istočne Evrope pružanjem saveta i odobravanjem finansijskih aranžmana. Razvijene zemlje sveta su radi prevazilaženja svetske finansijske krize primenile mere nestandardne monetarne politike.Zemlje centralne i istočne Evrope su u odreĎenom delu pored opšteg korporativnog identiteta (naziv banke, skraćenog imena, zaštitnog znaka i slogana banke) primenjivale i kvalitativna obeležja korporativnog identiteta (imidž, reputacije i gudvila) banke. Ulaskom u 21. vek banke razvijenih zemalja sve više stavljaju naglasak na korporativnu kulturu i stil poslovanja banke. U praksi banaka najčešće su prisutne sledeće performanse: finansijske, marketing, menadžment performanse, performanse zaposlenih, poslovne filozofije, ugleda, reputacije i imidža banke. Analiza performansi banaka obuhvatila je 13 zemalja centralne i istočne Evrope podeljenih u tri grupe. Analizirane su performanse u vremenskom periodu od 2008-2018. godine koje se odnose na: učešće ukupne aktive u BDP-u, učešće ukupnih kredita u BDP-u, učešće ukupnog depozita u BDP-u i nivo adekvatnosti kapitala zemalja centralne i istočne Evrope. Analiza pokazuje da su dominantne banke zemalja centralne Evrope, a da se njima u odreĎenim performansama približavaju banke zemalja istočne Evrope (članice Evropske Unije i zapadnog Balkana).

The succession of crises that have shaken the world in recent years - from the global pandemic and extreme weather conditions to armed conflicts and mass migrations - testifies that there is no going back to pre-pandemic conditions and "business as usual." A new economic reality has been created that shapes consumption and business outcomes. Economic growth is once again in focus, both in terms of the quantity (pace) of growth and its quality, which gains special significance under changed circumstances. The key question today is not whether the world still needs economic growth, but how that growth is achieved and whether it is aligned with national and global priorities. The paper examines the trends of economic growth worldwide and explores its quality based on the new framework of the World Economic Forum, which is founded on four pillars (Innovativiness, Inclusiveness, Sustainability, and Resilience) and adapted to the new global context. The aim of the paper is to valorize contemporary economic growth, taking into account both its quantitative and qualitative aspects. The fundamental hypothesis is that the pace and quality of growth vary depending on the country's level of economic development, but are not strictly determined by it. The analysis reveals the performance of the world and selected European countries from the CEE, as well as Western Balkans, in terms of the pace and, especially, the quality of growth. This provides a basis for a critical reassessment and reshaping of existing growth models and policies for the new economic era.