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 […]
The aim of this paper is to present ways to make explicit the existing knowledge of the specialty coffee agribusiness system. The recognition of agriculture as a rapidly expanding segment involving primary, secondary and tertiary sectors of the economy necessitates solutions from various areas of knowledge. Specialty coffee, among the products of the agribusiness system, […]
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 […]