Marketing strategies in agriculture and their relationship with agricultural productivity: a systematic literature review

Research Objective. To conduct a systematic analysis of the impact of marketing strategies on agricultural productivity, identify methodological and regional patterns in existing studies, and determine research gaps for future investigations.

Methodology. This study applies a systematic literature review (SLR) of research examining the relationship between marketing strategies and agricultural productivity. A total of 22 peer-reviewed articles published in Google Scholar between 20010 and 2025 were analyzed using thematic and content analysis methods.

Originality / Value of the Study. The study provides a comprehensive assessment of how marketing strategies influence agricultural productivity by comparing research trends in developing and developed countries. It identifies underexplored areas such as sustainability, viability, market orientation, and green marketing, offering guidance for future research directions.

Research Findings. Although “marketing strategies” and “productivity” frequently appear together in academic literature, few studies directly link these variables. Most papers rely on descriptive and regression analyses. The results reveal that developing countries show greater interest in agricultural marketing studies compared to developed ones. Significant research gaps remain in exploring the relationship between marketing strategies and sustainability, viability, market orientation, and green marketing.

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