Principales problemas de la falta de estrategias de marketing en la agricultura local y nacional

Abstract

Agriculture in Ecuador has been maintained since its inception as an essential activity for the survival of its population, undergoing various changes in its production systems, moving to monocultures and short-cycle crops that are the most common to find in small farmers. The commercialization of agricultural crops maintains the country's economic activity, generating sources of employment and the development of agro-industrial products. For the commercialization of agricultural crops, the country has small producers that supply the national market and agricultural companies that export their products to the international markets. An efficient way to market is through the application of marketing strategies that help boost sales, but not all producers have a good sales strategy, for which the objective of the project is to determine the main problems of the lack of marketing strategies in local and national agriculture. Tools are described to apply marketing strategies, the planning of marketing strategies and the strategy used by agricultural producers.