THE IMPORTANCE OF MARKETING IN AGRIBUSINESS

Abstract

This article aimed to understand the influence of marketing in Brazilian agribusiness, at different levels of organizational strategy and which marketing actions apply to agribusiness. This work is a bibliographic review for which a survey of scientific research published in books and by electronic means, e-books, doctoral theses, master's dissertations and articles from scientific journals with scholars who report on the proposed theme to conceptualize marketing in different levels of organizational strategy. Identify which marketing actions apply to agribusiness. Understand the advantages of marketing in agribusiness. From a theoretical point of view, the bibliographic review confronted several concepts. It can be concluded by saying that for the conditions employed in the research and the basic outline of the stages, it enabled a better understanding of marketing and agribusiness. It is possible to conclude that the role of marketing in agribusiness should consolidate the brand of products, offering differentiated products with quality, optimizing marketing for the entire agribusiness production chain.