Rural Marketing and Entrepreneurship Social Imaginaries in Peruvian Farming Communities

Rural Marketing is a methodological approach that is being used successfully in many rural communities in developing countries to agree on small-scale economic production models that guarantee peasant families decent living conditions and sustainable development options. This research conducted an ethnographic study in the Centro Poblado de Santa Rosa, a rural community in Peru with one of the highest poverty rates. The study inquired about the social imaginaries of the inhabitants and explored development strategies agreed upon with the population in order to elaborate a new agenda that favors social transformation. Rural Marketing strategies were shared with the community as an opportunity to generate social consensus that would summon them to build a rural economic progress project based on the cooperation of all social actors in the community