La Mercadotecnia Social en el Programa Sembrando Vida: Revisión de Literatura

This paper examines different approaches to marketing, with a particular focus on social marketing and its application to issues aimed at promoting societal well-being. It also explores topics related to food sovereignty and self-sufficiency in Mexico, highlighting the challenges rural communities face due to poverty, hunger, and environmental impacts. Within the scope of public policies, the study reviews the Sembrando Vida Program (SVP), which seeks to enhance agroforestry production, regenerate the social fabric, and strengthen food self-sufficiency. In addition, ancestral practices such as tequio and barter are emphasized as ongoing community strategies to resist inequalities. The review of fifty articles revealed that a lack of adaptation to local contexts remains a persistent issue within public policies, as not all communities operate under the same cultural and social conditions.