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The paper deals with the value-based segmentation conducted on Millennials generation in Serbia. It presents the research findings of the five segments of the Serbian Millennials according to their values and life style. The subject of defining the set of segments was processed by conducting a cluster and factor analysis on the representative national sample of Millennials in Serbia. Once the cluster analysis discovered the segments, the next step was to understand the essence of the clusters or segments. The sample is consisted of 1000 respondents, reflecting the population structure of the Serbian generation Y according to gender, age, region and type of settlement (urban / rural). The analysis showed some quite interesting and in some parts contradictory results. The results of this survey are relevant for sociologists, strategists, communications professionals and managers who are interested in this generation of voters, consumers, employees, leaders and entrepreneurs.

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.

Complex research in the field of print and electronic media and relations preference towards them has been non-existent in Serbia, so the paper aims to provide initial guidance in this regard. An instrument (questionnaire) was formulated for the purposes of this study and used for measuring respondents' assessment of strengths and weaknesses of the print or electronic media. The research was conducted at the national level in Serbia, with a large number of respondents (432), using a number of different variables on the Likert scale. Respondents evaluated a total of ten items pertaining to different aspects of the advantages and disadvantages of print and electronic editions. The results can be of great importance to the media and other participants in the advertising industry-advertising agencies and advertisers. The scientific contribution of this paper is shown in the initial data the researchers gained in the fields of the media, marketing and advertising, regarding the perception of the print and electronic newspapers and magazines editions in Serbia.

The expansion of services sector is the characteristics of modern and developed societies that influence national economy. Therefore, the analysis of services, as a concept and part of marketing is very significant. In this sense, the paper researches a particular service - the taxi services in the capital of Serbia. Through this research, the authors try to define the groups of customer of taxi services and their preference and attitudes. The research was performed in period May to July 2014, by direct contact with customer of taxi services. The results of research have confirmed the initial hypothesis and provide possibilities for further insight into the way of using taxi services and general circumstances that characterize them in mentioned region. On this basis, it is provided proposals for improvement of taxi services and easier outreach of target groups.

As studies have shown, family businesses are the oldest and most common form of business organization in the world and is a key foundation of the global economy. Experience has shown that the family firm in the Republic of Srpska increasingly opt for hiring professionals for public relations or hiring agency for this work, for resolving crisis situations. The problems they face are, on the one hand, an insufficient budget for the integration of marketing communications and the management of unreason benefit from IMC. On the other hand, sometimes it's already failed separation of family business relationships. Hypotheses to be proven, are associated with insufficient support from family firms by the authorities in the Republic of Srpska, which implies limiting the growth of family firms, and insufficient investment in IMC, regardless, whether family firms have developed an export strategy. Hypothesis has been detected at levels of cognition. The first is proved for the general hypothesis, and then the collateral hypothesis. The sample of 208 family businesses in the Republic of Srpska and statistical analysis methods are descriptive analysis and chi-square test.