This study examines the use of proto-personas in marketing to quickly determine the profile of the ideal customer using the bonsai market as an example. The evolution of the marketing concept developed by the American Marketing Association (AMA) is presented, complemented with the explanation of McCarthy’s 4 P’s. The holistic and ethical approach proposed by […]
This article addresses fundamental knowledge of the Back-End of the Coffee Agribusiness System that can influence the final quality of the product, integrating the areas of agronomy, medicine and business. The representation will be made through an ontology that will contribute to clarifying for the scientific community the possible impacts of the use of coffee […]