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The purpose of this paper is to analyze business concept of agricultural producers in Serbia and to show the necessity to define a new concept based on a holistic marketing approach. The components of holistic marketing are viewed from the standpoint of small scale fresh food producers in Serbia as economic entities. Analysis of current business situation, position of Serbian agricultural producers in agri-food supply chain and problems which they are facing are defined. Results of the analysis show the existing business orientation of producers and reveal their views regarding future business orientation. A presented solution to overcome the existing problems includes modernization of business by using combination of holistic marketing elements to create business concept which will provide conditions for improving competitiveness of agricultural producers. The conclusion has indicated the necessity of a new marketing approach for small scale producers in order to meet the challenges of modern business.

The Ph.D. Thesis represents a complex study of several areas: the first is related to the optimization of dyeing cotton textiles with direct and reactive dyes, the second to the physical and chemical modification of natural waste materials (fly ash), the third to the possibility of applying modified natural adsorbent in the process of dye removal from the dyeing effluent, and finally, the fourth to the recirculation of discolored waste water back into the new textile dyeing process. Based on the results obtained, it can be concluded that the modified waste fly ash is an efficient adsorbent for the removal of reactive and direct dyes or combinations of two reactive or two direct dyes from aqueous solutions, with a reasonable tendency of the application under industrial conditions. Also, it is possible to reuse so discolored water, under industrial conditions, for the new textile dyeing. The study revealed the following results: 1) Optimization of cotton dyeing with Direct Blue 85 or Direct Red 79, showed savings of electrolytes, leveling agents, defoamers and temperature of dyeing; 2) Optimization of cotton dyeing with the mixture of Direct Blue 85 and Direct Red 79, had savings of electrolytes, leveling agents, defoamers and temperature of dyeing; 3) Optimization of cotton dyeing with Reactive Blue 222 or Reactive Red 194, demonstrated savings in the quantity of electrolyte, alkalis, defoamer, leveling agents, time and temperature of dyeing; 4) Optimization of cotton dyeing with the mixture of Reactive Blue 222 and Reactive Red 194, led to savings in electrolytes, defoamer, leveling agents and dyeing time; 5) Modification of the native fly ash was successfully applied in order to obtain the structure which is more effective to retain dye molecules by physical and chemical interactions; 6) X-ray powder diffraction showed that the dominant phase of the analyzed sample was calcium carbonate, followed by graphite, quartz and carbon; 7) Modified ash is relatively fine bu