Marketing Strategies and Tools on the Market of Balkan Countries

This paper discusses the process of creating a regional market. Special emphasis is placed on the prerequisites and problems to implementing the idea of a Balkan Free Trade Area. The marketing environment factors on the Balkans, the possible variants of segmenting the emerging market and positioning the production of economic subjects are analyzed. A more detailed study of the specific marketing mix in view of the characteristic features of the Balkan region is given.