The aim of this chapter is to provide an overview of the development of the marketing system in Albania. Consumer behavior, marketing mix strategies and major trends and opportunities are analyzed. Marketing in Albania is very much embedded in local traditions and culture, and differs substantially from that in the West. There have been considerable changes to the supply and distribution system, at the wholesale and retail level. The modernization of the marketing system will depend not only on the further development of the economic system and improved living conditions, but also on consumers absorbing the new rules that characterize the transition to a market economy.
