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Abstract
Based on different theoretical approaches on markets, the article analyzes the
marketing mechanisms deployed by family fruit growers in the northeast of the province
of Buenos Aires (Argentina). The area is of particular interest as a local production system
which has been experiencing a retraction process, in sharp contrast with the expansion
of soybeans oriented to the world markets. The analysis considers the nature of the links
established and the composition of capitals as determinants of market insertion, and regards
markets as areas of social interaction where new relationships are built. It argues that
the diversification of sale channels reinforces the diversification found in the productive
level, and that the circuits dominated by large companies and local markets are used in a
complementary way by family farmers, instead of being mutually exclusive alternatives.