A Importância do marketing de relacionamento como veículo de promoção do agronegócio antes da porteira: um estudo de caso em uma empresa de sementes

Abstract

The objective of this research was to analyze relationship marketing as a strategic tool for the input marketing process in an agribusiness company, through a case study, we sought to understand how these approaches can meet your market processes, as well as , how these strategies can guarantee the promotion of your solutions in the agribusiness market. The focus of this study was on identifying these relationship marketing strategies present on the company's website, and comparing these tools with the guidelines adopted in contemporary literature. The methodological procedure included a case study and a literature review, covering different scientific databases and relevant journals in the area of relationship marketing. After identifying the strategies, the reviews sought to understand the potential benefits that a company that adopts such strategies can achieve by implementing them. It was found that these benefits are experienced, and that, in fact, these strategies significantly boost a company's results.