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.