THE IMPORTANCE OF MARKETING ACTIVITIES IN THE DEVELOPMENT FUNCTION OF THE OIL INDUSTRY OF THE REPUBLIC OF SERBIA

Globalization, in the sense in which we live and explore it today, has a long history. Globalization is the cause and effect of the overall development of technology and human civilization. Oil is the most important commodity in the world and it influences the world economy and politics. Areas very rich in oil reserves and production are at the same time areas of conflicts and wars both between national elites and world superpowers, especially between the USA and Russia, which is an irreplaceable factor in the globalization of the world market where wars are constantly fought. The subject of research in this paper is the determination of the role of marketing activities in strengthening the oil industry of the Republic of Serbia. The research results show us that in the last year, NIS in Serbia modernized and improved its retail network with fourteen new gas stations that fully meet all modern environmental, safety and technological standards. Continuous work is also being done to improve the quality of the offer to clients.