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The topic of this paper is theoretical and practical aspect of strategic marketing in the field of higher education. In the paper is emphasized that the first and the most important step in strategic marketing in universities' education is strategic analysis, with models for analysis of global education's market place. Implementation of marketing strategies in development of universities get new approaches, according to trends on global universities market place. Strategic control is important step in strategic development of universities institutions, through point out on gaps in process of implementation of marketing strategies. The goal of the paper is to define modern approach of strategic marketing in positioning of universities institutions in global environment and digital environment. The key hypothesis in the paper is that strategic marketing present's platform for development and positioning of the universities. In the paper are present results of the in - depth interviews with professors at the universities in the region, and analysis of good examples at the universities education. The results of the paper have scientific, professional and social contributions. Scientific contributions of the paper is in development models of strategic marketing in universities education. Social contributions of the paper is development of the most important social field, education.

Modern companies are facing much tougher competition than before. In the past, companies were competing, mostly with other companies locally. Now companies can offer their products to customers beyond the local market. Globalization presents a huge chance for companies to grow by an increase in the market size, but as the market size grows, the same happens with the competition. If a company wants to endure, a company is under pressure to innovate, and including customers can affect new product development. The goal of this paper is to determine if including consumers in new product development can affect faster and better quality new product development processes and increase new product value for the company. This analysis should provide us with an answer to the question, should we include consumers, and if we should, when? The results of this paper could act as a guide for managers in developing new products.

The end of the last and the beginning of this century is characterized by significant internationalization. In terms of slowing down of economic growth, the important source of growth of global and above all domestic enterprises is export growth. In addition to creating stimulating ambient, it is necessary to look at the problems faced by firms from Serbia in planning and implementing export strategies. That's why, in this paper, we analyze the main marketing barriers for the export of Serbian companies from the perspective of their managers. The main objective of the paper is to examine the export barriers related to marketing and how they can be overcame. In the end, we would define some recommendations for marketing managers in the field of international marketing strategies and relationships with international distributors.

Due to the rapid growth of chronic diseases there is a necessity for nutrition changes, globally and especially in Serbia. The aim of this paper is to explore possibilities of usage of social marketing in the area of nutrition improvement and changes. The results of qualitative and quantitative research are presented in the paper, regarding consumers' behavior, nutrition knowledge and attitudes toward food products with nutrition and health claims. Our idea is that this kind of analysis can be helpful for development of social marketing program for improvement of nutrition habits and nutrition knowledge of people in Serbia.

The paper presents the selected results of consumers' study of food products in Serbia. It focuses on the products with nutrition and health claims (NHCs) and the analysis of the main consumers' characteristics which influence their awareness and knowledge about NHCs, their attitudes toward products with NHC and their purchase intentions. Different socio-demographic factors that influence consumers' behavior were investigated. Education, gender, age and income of the respondents are the key factors which influence awareness, knowledge and consumption. As those products are closely related to consumers' health, we presented the results based on the differences in health status of the respondents. Main findings show that the respondents with health problems do not consume those products as often as others, which is the outcome of a low level of nutrition knowledge. This represents a major restraining factor for the increase in consumption. After identifying the characteristics of demand, we have suggested some proposals for managers, aimed at overcoming the identified problems, and for government institutions so as to obtain a proactive approach to improving the overall health of the population.

This paper deals with the analysis of food exports from Serbia and safety food management system. The food is an important export opportunity for Serbia. Food exports recorded robust growth, higher than the growth of total Serbian exports, with positive balance in foreign trade. In order to exploit identified opportunities, it is necessary to improve domestic production, provide basic quality requirements and develop marketing aspects of export supply. This paper presents the necessary standards of a quality related to the food segment and the most important directions for improving marketing export competitiveness factors of agricultural and food products. The purpose of this paper is to highlight the importance of food safety management system certification in the entire food chain and importance of marketing strategies for export development of these products.

This paper deals with global trends of healthy food market growth, Serbian export potential as well as with the importance and role of positioning and other marketing strategies in this field. Secondary data will be used for identifying characteristics and range of healthy food market on a global level and key segments. In that context, the economic importance and export potential of this sector in Serbia will be discussed. Food sector accounts for high percentage of total Serbian export. Yet, those products are of low added value, neither branded nor packed. In order to position producers of healthy food on an international market successfully, strength and weaknesses of domestic production and export will be identified as well as measures for its promotion. In this paper, literature review in field of food positioning and marketing will be presented. Various positioning strategies of healthy food will be discussed from the aspect of branding, country of origin image, marketing mix instruments, with special emphasis on promotion and product labelling. Special part of paper will be dedicated to specific aspects of buying and food consumption behaviour. This behaviour is under the influence of numerous factors, both personal and sociodemographic, which will be analyzed in order to identify adequate positioning strategies. At the end, recommendations for successfully healthy food positioning on an international market will be given. We will present ways of improving marketing strategies regarding exploiting identified chances on an international market.

This paper analyzes the characteristics of the brand building in the business (B2B) market. Branding strategy at the business market is complex and difficult to implement because of the many limiting factors. Building a brand in the business market is marked by very specific characteristics of industrial products. The value of B2B brands is built through functional characteristics and performances of the product (functional values) and emotional value, which together guarantee the delivery a unique experience of business customers. All marketing mix tools can be considered to be branding instruments. The purpose of this paper is to emphasize the importance of applying a branding strategy on business market.

One of the strategic development of the Serbian economy is tourism. Tourist destinations Tara has great tourism potential. The starting assumption for the development of tourism and creating a tourist destination brand of Tara is the analysis of image of tourism, and this is exactly the subject of the current paper. The image analysis includes the examination of preferences, attitudes and behavior of visitors to this tourist destination. This research is exploratory, but may be a useful starting point for further, more comprehensive research on which the results would be based upon serious analysis and making relevant decisions.

As markets turned more and more competitive, companies had to change their marketing approach. From transactional marketing they are shifting to relationship marketing, trying to increase market share by focusing on their most important customers, implementing the concept of key account management). In this paper we tend to introduce the concept of key account management. In final section of this paper we will analyze effects of implementation of key account management, in terms of potential benefits and cautions. .

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The aim of the study is to measure the service quality of the banking system in Libya and to determine the importance of the service quality items. In addition, the study measures the relationship between the banking service quality and client's satisfaction. The sample of the study includes (325) questionnaires. The study concludes that understanding the client's expectations is very important in the provision of a better banking service quality as well as in achieving client's satisfaction. Furthermore, the measurement of service quality and the client's perception of the service are considered to be the main approach to the development and improvement of the banking service quality. In addition, the findings also show a significant relationship between the client's satisfaction and the service quality provided. Furthermore, the client's continuous dealing with banks and their loyalty depends mainly on the understanding of the provided service quality. In this paper we use the SERVQUAL model in order to measure the service quality that contributes to customer satisfaction and to his loyalty to a bank. Since there has been no studies dealin with this topic so far, this one will be very interesting and useful for the banking sector in Libya. The topic of this paper is a theoretical and practical analysis of measuring the service quality in the banking sector in Libya. Measuring the quality of banking services is one of the basic indicators of the bank's quality and it can contribute to the improvement of banking services. By using the various tools, advanced tools and modern technology in operations and marketing activities with regard to communications, marketing and information technology, service delivery and completion of marketing operations across multiple devices come to the forefront position of marketing banking services to the various parties through these means. [ABSTRACT FROM AUTHOR]