A modern marketing system is based on supply, market conditions and regulated institutions. Defined as a pillar of the rule of law, the authority and strength of institutions depends on political stability, legal solutions and the rule of law, efficiency of the public administration system, corruption, civil liberties, but also commitment to philosophy and marketing concepts. Unfortunately, Bosnia and Herzegovina has not yet established an appropriate system in any of these areas and it is obvious that there is a significant gap between the situation in this area in our country and in the developed world. The rules according to which the socioeconomic structure is regulated, as well as the institutions and related institutions, do not form a system that, in accordance with modern principles of developed economies, provides efficiency and support for economic activities, and contributes more strongly to the goals of modern and democratic socio-political system. Marketing, with the philosophy of its approach, strongly determines economic and social trends, so that the developed marketing concept in the institutions of the system is one of the conditions for stability and progress of the country. The aim of this research is to point out that marketing in the security structures of Bosnia and Herzegovina is small and insufficient, that it is not at the level that provides the best in the society and shows us the outcome of such a situation for security and development processes in the community.

In all areas of society, it is necessary to actively and continuously act on unique (constitutive) rules that apply equally to all and perform non-selective and unprivileged regulation, coordination, organization and limitation of human behavior. These are institutions that can best present their functions. Economics has clearly shown how the real (and even virtual) economic reality works in principle and determined that the role of institutions in society and economy is not only necessary and unavoidable, but also a priority, as a metabasis and meta-mechanism. This paper presents a study of the impact of constitutional (political) rules, economic rules and contracts on the construction of socio-cultural capital. The aim of the research is to prove that all development models that have ignored institutions have proved unsustainable. The constitution has the role of preventing arbitrariness, ie “rule without rules”.