FACULTAD DE CIENCIAS ECONÓMICAS Y EMPRESARIALES

26

Abstract

The agricultural marketing has particularities that differentiate it from the 
marketing of other products and which justify this subject as an independent topic 
to be considerate. The paper reviews the case of commercialization in Bogota and by 
working with experts, shows the challenges and strategic elements for agricultural 
marketing using prospective analysis tools. It is observed the importance of the 
process of association both horizontally and vertically in the chain, which is why is 
suggested its inclusion in the design of marketing strategy.

Additional key words: agricultural marketing, marketing mix,   

 

market preferences studies.