Resumen

FLORES TABARA, Vismar Gonzalo; PAZMINO VIVANCO, Katherine Nicol  y  PARRALES ZHINDON, Yadira Soledad. Rural marketing as an alternative development: Case of the inhabitants of the Islands of the Jambelí archipelago in the Province of El Oro. Universidad y Sociedad [online]. 2018, vol.10, n.2, pp. 154-157.  Epub 03-Feb-2018. ISSN 2218-3620.

Rural Marketing represents an option for Rural Development, specifically for communities that want to produce products for both consumption and marketing. In this case, in the communities of the islands of the Archipelago of Jambelí, the inhabitants do not manage to sell their products at a price that allows them to have a good income, Marketing Rural represents an alternative of popular economy and solidarity so that the members of the communities of the islands can market their products inside and outside the Archipelago, through marketing strategies, which allow them to obtain a fair price and manage to position them in the neighboring markets, so that they can achieve the return of their investment and be this their primary activity, to achieve a decent income for the support and support of each of the families.

Palabras clave : Economic growth; rural marketing; artisanal fishing; decent income; Jambelí.

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