Associativity and Management of Agri-Food Marketing: An Application to Horticultural Products

Abstract

The conceptual application of knowledge about Associativity (A) and Agri-food Marketing Management (GMA) to the horticultural sector is a relevant topic in the marketing of the sector's products. However, this relationship has not been fully understood in the agro-productive, commercial, governmental and business spheres, which allow the formulation of a system of associative marketing of horticultural products, in the context of rural development in the territories. In this scenario, the objective of the study was to carry out a systematic bibliographic exploration that involves the fundamental elements of associativity and marketing management to understand the commercial praxis of horticultural products, using a methodology with a mixed approach, of a descriptive nature to point out components of the object of study with documentary design. The results showed that horticulturists and marketers have not capitalized on the potential that associativity and networking represent. In conclusion, the systematization of the available knowledge about the phenomenon investigated and its historical relationships allows us to glimpse a social situation unfavorable to the participation and associative organization of the actors, apart from the use of marketing mix tools (product, price, communication and distribution) in agri-food marketing.