The orientation to the marketing like road to strengthen the commercial administration of the cooperative company

Abstract

Cooperatives are one of the forms of business organization in response to its operating principles can become involved in local development. However in order to realize this aspiration is required to adapt to market demands to boost its productive supply of goods and services without losing its essence. It is in this context that the marketing orientation is offered as a way to promote the downsizing of the business of cooperative enterprises, thus contributing to meet the demands of its customers and achieve sustained profitability. With the development of this work is meant to briefly highlight the advantages of adopting marketing approach in business management of cooperatives as guarantor of achieving economic and social objectives.