A Review of the Role of Marketing Skills on Agricultural Produce Marketing

Abstract

The study reviewed 49 articles systematically to designate the role of marketing skills in promoting agricultural produce. Thematic and manual content methods were used to analyze the studies. The review indicated that few scholars have analyzed the role of marketing skills in promoting agricultural produce. However, the studies do not assess marketing skills’ role in the performance of major crops used for food and cash generation in developing countries, such as maize, beans, potatoes, and rice. The review further depicted that some studies equate marketing skills with other variables, such as entrepreneurship, marketing capabilities and salesperson skills. The study regards marketing skills as vital resources in the Resource Based View Theory. The findings of this empirical paper provide holistic recommendations to agricultural produce stakeholders, policymakers and the resource based view theory.