Marketing in the sustainable development of forest enterprises: an approach to the design of cuban
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Abstract
The objective of this research was to develop a proposal for a conceptualization of the controllable variables of marketing in the context of sustainable forest management, for which was first carried out research with secondary sources provide proof of the existence of evidence that could serve as a basis for proposal. The process was then applied problem solving in a group through inter-agency workshop, whose work has won the key elements to form new concepts. As a result it was found that the role of an improved marketing in forestry will become increasingly important contribution to sustainable development. That marketing in this new context must assume the task of reorganizing the conduct of the undertaking, to create a new way of acting on them and the entire system of economic and social relations. Likewise the new concepts of marketing variables will support its implementation.
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