LES INVESTISSEMENTS AGRICOLES AU SERVICE DU MARKETING RURAL : CAS DES PROJETS AGRICOLES DANS LA REGION DE BENI MELLAL ? KHENIFRA.

The paper at hand discusses findings from an analysis about investments in the agriculture in rural areas.The approach on this study took into consideration the need to touch on what actions impact the micro-economic and social development of rural areas in order to promote these environments. In theory, it seems that investments in agriculture will meet and respond to a major expectation: thepromotion of a rural area is only achieved through the mobilization of an integrated marketing strategydriven mainly by actions in the agriculture sector. Offers and opportunities in agriculture are limited compared to other industries, hence the need for short- and medium-term plans of actions in order to convince relevant parties of the attractiveness of the rural areas to be promoted. The objective of this study is to highlight to what extent rural marketing can impact and develop investments in agriculture. Wepropose an empirical study on the BENI MELLAL - KHENIFRA area.