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Tous droits r€serv€s 'tudes internationales, 1980 This document is protected by copyright law. Use of the services of 'rudit (including reproduction) is subject to its terms and conditions, which can be viewed online. This article is disseminated and preserved by 'rudit. 'rudit is a non-profit inter-university consortium of the Universit€ de Montr€al, promote and disseminate research. https://www.erudit.org/en/Document generated on 10/16/2023 5:04 a.m.€tudes internationales produits agricoles dans les P.V.D.

Georges H€nault

Volume 11, Number 4, 1980URI: https://id.erudit.org/iderudit/701112arDOI: https://doi.org/10.7202/701112arSee table of contentsPublisher(s)Institut qu€b€cois des hautes €tudes internationalesISSN0014-2123 (print)1703-7891 (digital)Explore this journalCite this article

H€nault, G. (1980). Le d€veloppement dans l"optique du marketing : le cas des produits agricoles dans les P.V.D. €tudes internationales 11 (4), 627...646. https://doi.org/10.7202/701112ar

Article abstract

The author seeks to determine in what way marketing may be considered as a development catalyst by examining the case of agricultural products in developing countries. He first observes that the marketing System both reflects the level of development and constitutes a subsystem of the socio-economic System. Marketing is thus in a symbiotic relationship with the development process. Market complexity conditions the nature of public and private sector initiatives. In fact, the structure of domestic agricultural markets is disjointed and the imperatives of world markets impose an almost dialectical choice between exports and import substitution. After having analyzed contextual and empirical data, the author considers such marketing actors as government marketing boards and producer cooperatives by attempting an assessment of their developmental impact. Marketing, he concludes, may be seen as a necessary but not sufficient condition for the development process.

LE DÉVELOPPEMENT DANS L'OPTIQUE DU MARKETING:

L E CA S DE S

PRODUIT

S

AGRICOLE

S DAN S LE S P.V.D

George

s M

HÉNAULT

ABSTRACT

The author seeks to détermine in what way marketing may be considérée! as a development catalyst by examining the case of agricuitural products in de- veioping countries. He first observes that the marketing

System

both reflects the ievei of development and constitutes a subsystem of the socio-economic

System.

Marketing

is thus in a symbiotic relationship with the development process.

Market

comp/exity conditions the nature of public and private sector initiatives. In fact, the structure of domestic agricuitural markets is disjointed and the imperatives of world markets impose an almost dialectical choice between exports and import substitution. After having ana/yzed contextual and empirical data, the author considers such marketing actors as government marketing boards and producer coopératives by attempting an assessment of their developmental impact.

Marketing,

he concludes, may be seen as a necessary but not sufficient condition for the development process. Dan s le s année s cinquante l e rôl e d u marketing e n tan t qu e coordonateu r entr e le s activité s d e productio n e t celle s d e consommation s'affirm e ave c d'autan t plu s d e nécessit qu'i l a for t souven t ét ignoré pa r le s planificateur s qu i croyaien t l a magi e d e l a mai n invisibl e A u débu t de s année s soixante o n associ e l e rôl e d u marketin g au x abu s de s intermédiaire s traditionnel s o u l'implantatio n d e supermarché s dan s le s quartier s riche s de s capitales L e centr e d'étude s su r l'Amériqu e Latin e d e l'Universit d'Éta t d u

Michiga

n remarqu e qu e l a plupar t de s aspect s d u marketing autre s qu e le s investissement s d'infrastructur e routière on t ét oublié s dan s l a dynamiqu e d u développement. 1

Rostow

2 fu t u n de s premier s précise r qu e l'existenc e d'u n march nationa l es t indispensabl e l a croissanc e

économique

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