Compreendendo a importância do marketing nos empreendimentos de aquicultura

Abstract

Aquaculture is an activity that has been on the rise in recent years, however, the need for changes to allow this growth to be socially, economically and environmentally visible. During the critical periods of the pandemic caused by the COVID-19 (SARSCoV-2) virus, aquaculture as well as other sectors were affected and entrepreneurs needed to change strategies to remain effective within the market. Marketing strategies in turn have been significant in directing how to best conduct the enterprise. This study had as its main objective to understand the influence of marketing within aquaculture enterprises. The present work was developed in two stages, the first a literature review in databases, and the second was the application of a questionnaire aimed at aquaculture entrepreneurs. Most of the papers included in this study were published 17.6% in 2006 (3 studies), 17.6% in 2019 (3 studies), 11.8% in 2011 (2 studies), and 11.8% in 2017 (2 studies). During the pandemic 90.9% responded that they needed to update on social networks, WhatsApp being the main network used by all. Finally, the importance of disciplines, courses, and workshops on marketing in aquaculture enterprises is highlighted, so that future professionals can have a basis when entering the job market.