GESTÃO DA COMUNICAÇÃO PARA O AGRONEGÓCIO

Abstract

The article in question part of the question whether there is specificity in communication management for agribusiness. The affirmative and negative responses serve to develop arguments about what those specifics and whether these justify a management directed to the sector. The heterogeneity of the public, the need for proper dissemination of the concept of agribusiness and prejudice public opinion in relation agribusiness versus the environment are the three main arguments on which the article in defense of an individualized management for agribusiness.