In 1996 (March and June) the mineral water "Rudovci" was sampled in its spring in the village Rudovci, Serbia (Yugoslavia). The physical-chemical analyses have shown that the temperature of the water was 180 deg C with sodium-carbonate content. It has been considered that the quality of water was variable in a short period from 3 months. Comparing the analyses of the mineral water from 1996, we can consider some remarkably distinctions in some chemical elements. The chemical analyses made in 1996, have shown changes in following contents: magnesium (47.6 and 64.5 mg/l); sodium (1313 and 1355 mg/l); iron (2.35 and 3.76 mg/l); boron (5.2 and 4.8 mg/l); arsenic (0.08 and 0.06 mg/l). In 1974, the chlorine content was 28.4 mg/l, but about 218 mg/l in 1996. The nitrate content varied from high (19.2 mg/l) in 1974 to low (about 0.75 mg/l) in 1996.

Water quality is a main precondition for use in water supply and bottling. In this paper, a review of Yugoslavian standard referring to maximum allowed concentration of some components, as well as a review of some components contents in prohibited concentrations in Yugoslav and foreign bottling drinking and mineral waters are presented.

It has been done the analysis of the physical and chemical characteristics of the water from two households in the village Berkovac in the foot of the mountain Maljen, Serbia (Yugoslavia). These households are supplying from two different springs. The water from the spring "Dobracinovica izvor" is contaminated and it is not for use, but the quality of the water from the hill Kulica is satisfactory. Both of them belong to the group of cold mineral waters.

Serbia has a large number of various and for the application convenient mineral and spring waters for using. It is wide base that makes possible to develop practically everything that is abroad known for the application and perspectively possible. Serbia has well developed bottle industry of high quality mineral waters. Present and future seek, and Serbia has great chances to develop a new program production the world highest quality oligomineral waters, with the exclusive chemical composition, ecological safety and origin, suitable for everyday use drink and making food. In that aspect have been finished first completely new experiments and obtained the world significant first results, that are promising new program of production food naturally enriched with essential microelements in the most suitable chemical form for physiology of nutrition. The main aim in research theory and particularly practical application of marketing concept in increment sale of the mineral waters, is to analyze them in details and to use them as the basis for the suggestion of the appropriate measures and activities to help the manufacturer of the mineral waters, to incorporate the marketing concept as the way of business organizational and business strategy.