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Relationship marketing: A qualitative case study of new-media marketing use by Kansas garden centers

by The Center | Oct 6, 2021

A primary factor limiting the expansion of many Kansas garden centers is marketing. Most of these businesses spend the majority of advertising dollars on traditional media (newspaper, radio, etc.). However, new-media tools such as social-media can be an effective...

Marketing with more: An in-depth look at relationship marketing with new media in the green industry

by The Center | Oct 6, 2021

Garden-center businesses have unique challenges related to the marketing of products. New and social media offer a way for garden-center operators to connect with customers and market products online in an effort to compete with box stores. The purpose of this...

Online opportunities: A quantitative content analysis benchmark study of online retail plant sales

by The Center | Oct 6, 2021

Online, direct selling (ODS) has become the leading way that people acquire goods, with Amazon (Seattle, WA) being the largest online vendor in the United States. This study sought to determine if horticultural businesses were engaging in ODS with Amazon, ebay, and...

Trends in use of new-media marketing in ornamental horticulture industries

by The Center | Oct 6, 2021

Ornamental horticulture businesses in the United States (U.S.) face challenges to stay economically viable, particularly in rural areas. Marketing with new-media tools (e.g., websites, HTML newsletters, social media, and blogs) has the potential to increase sales over...

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