A importância do marketing para o agronegócio brasileiro

Abstract

The study aims to analyze the relevance of Marketing for Brazilian Agribusiness, considering the importance of the sector in the country's economy. In the last decades, Brazilian Agribusiness has become the driving force behind the national economy, accounting for 30% of GDP, 46% of exports, generating about 1/3 of jobs in the country. The theme is justified by the fact that marketing is used throughout the production chain, since it provides value to brands and products and also positively affects institutional, social and environmental issues, clarifying issues such as deforestation and pollution to its stakeholders. Thus, the following guiding question emerged: How important is marketing to the success of Brazilian agribusiness? In order to answer the question and the proposed objectives, we used an exploratory and descriptive research, through bibliographical research in articles, books and magazines in order to clarify the researched topic. It was verified that the strategic actions of Marketing in Agribusiness not only contribute to the development of the segment in the country, but also favors the expansion of the global market in an increasingly competitive and globalized market.