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The paper explores the importance of local culture in advertising in Southeast Europe, in particular in Serbia. The aim of the research was to examine whether there is any difference in perception among people in Serbia toward brands using local advertising campaign and brands using global advertising campaigns. The research included 520 respondents and the analysis included different statistical methods. The study examined the extent to which the influence of culture on the communication strategy is felt, and whether this impact is the same for all target audiences and for all product categories. The research reveals whether customers from Serbia prefer local or global campaigns, and whether the choice of the local versus the global has a more positive impact on brand perception. The findings showed some interesting and contradictory results: consumers prefer local advertisements rather than global campaign, though other finding indicate strong influence of globalization Serbia as represent of Southeast Europe countries.

The authors of this paper have analysed the current and future tendencies in digital marketing communications(DMC). Digital communications are an area of fast and frequent changes that lead to shorter communication between the message sender and receiver, thus speeding up the process and making it more complex. In order to survive in a dynamic environment, companies need to be visible and directly linked to their target groups. Moreover, it is vital that they understand well their digital environment and are prepared to take proactive steps to make their marketing communication successful. Acceptance and application of new trends in the field of digital marketing is a milestone in the business of an organization. The need for a proactive approach to changes is evident, as the organizations that first introduce the user-oriented innovations shall receive consumer attention and funds. A detailed and concise review of the current situation and the forecasts for the future are presented, to allow the expert and scientific public to plan future research in this field. An overview of the challenges and opportunities facing this innovative area provides a valuable insight and helps create a successful marketing communications strategy.

The paper analyses behaviour of Generation Z (GenZ) in the region of Balkans (Serbia, Croatia and Republika Srpska). It presents the survey that was conducted among young people of age between 12 and 25, during December 2019 and January 2020. Total of 523 persons participated: 309 respondents from Serbia, 102 from Croatia and 112 from Republika Srpska. The analyzed topics were: Generation Z and communication, the role of Internet in life of Generation Z, attitudes of GenZ towards shopping and consumption habits. Besides many similarities of the results between global surveys and this one aiming region of Balkans, some specifics of the region were found and analyzed. The aim of the paper was to present insights that can help researcher (preferably in the field of marketing) to better understand the behavior of GenZ. The conclusion provides an analysis-comparison of similarities and differences of Generation Z in the Balkans comparing to global experiences.

In this manuscript, authors first define and explain the concept, as well as the types of impulsive (unplanned) purchases, and then the techniques that can be used to encourage consumers to perform them. In addition, the types of people who have the impulsive buying tendency are defined. Finally, authors define and analyze factors in connection with consumers' behavior which can be viewed as triggers for impulsive purchase of a product and/or services. A review of the literature presented in this paper can help sales managers and companies to better understand the causes of consumers' impulsive behavior. In addition, the information presented can be used by brand managers when compiling business plans.

The Belgrade fortress with Kalemegdan, or the Kalemegdan complex, represents one of the most preserved cultural and historical units in Serbia, important for studying the past of many nations and the epoch. Above all, the complex is significant as a part of the former limes of the Roman Empire, but also as a place of importance for the national history of the Middle Ages and New Age. As such, this unit is recognized and protected as a cultural heritage of exceptional importance. The next step towards the achievement of international law protection is enrolment on the UNESCO World Heritage List. In order to achieve this, it is necessary that the unit be deprived of military character. The paper analyses the formal and essential relocation of the Belgrade Military Museum outside the Belgrade Fortress area, as well as other additional contents, all for the purpose of returning more authentic Kalemegdan complex. The paper analyses the legal, organizational and other elements of this idea, as well as the benefits that will be gained through its realization.

Companies’ environments today change more rapidly than ever. Being an integral part of any companies’ environment, consumers change quickly too. Consumers’ behaviour, their needs, preferences, perceptions and buying power change and it is up to companies to make sure they follow all relevant changes closely. In order to do so, market research is performed. This paper investigates perception of the Croatian chocolate brand Dorina in the Czech market. The biggest Croatian confectionery manufacturer Kraš is present on the Czech market for quite some time, but its chocolate brand Dorina held 1% of Czech market in 2007. Why was that so and how could Kraš improve were questions we aimed to investigate. In order to reach the answers, a primary research was conducted. Based on data already available and internal Kraš resources, the framework for a qualitative research was developed. The empirical study was performed in a form of focus groups with Dorina consumers. Objectives were defined as obtaining more insight into perception of chocolate as a category and perception of Dorina brand in the Czech market. The research propositions were: 1. perception of chocolate as a category should be observed through multiple dimensions, such as functional characteristics and emotions ; 2. Dorina is perceived as a middle segment brand, from a trusted producer ; 3. Dorina needs to be more visible on the market. There were 6 focus groups held in September 2007, with five to ten participants in each focus group. Analysis of data gathered pointed out that chocolate category could be perceived through products’ functional characteristics, emotions related to consumption (before and after consumption), types of chocolate and situational factors of consumption. Czech consumers can place 22 chocolate brands present on their market into three major segments: premium, middle and lower segment. Both propositions related to Dorina brand were also supported by the research results. Dorina is perceived as a quality product from a trusted producer. However, its packaging needs adjustments, assortment should be widened and distribution index increased, as well as the promotion efforts. The paper ends with recommendations to the producer on how the market share for Dorina could be increased. The added value of the paper reflects in the overview of the Czech chocolate market from the Croatian producer’ s point of view and the internationalisation of Croatian brands, as the findings could be useful not only to Kraš in aspect to its brand Dorina and other active brands in the Czech market, but to other Croatian exporters to the market of the Czech Republic.

Kvalitativni i kvantitativni sastav ptičjeg svijeta ribnjaka "Donji Miholjac" te rezultati prstenovanja ptica u rezervatu "Podpanj"...