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Unpacking the Value of Marketing in Horticulture with Katie Elzer-Peters & Dr. Bridget Behe – Episode 21
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The horticultural marketing world is as fluid of an environment as it can get. Let Dr. Bridget Behe and Katie Elzer-Peters help you navigate the complicated world of branding, garden centers, and choice selections in our latest episode.
"We are living in capitalism and this is how it all works." —Dr. Bridget Behe
Dr. Bridget Behe is a distinguished professor in horticultural marketing at Michigan State University. With a wealth of experience in consumer behavior and marketing within the green industry, she has published numerous articles and conducted extensive research on improving retail sales and marketing strategies for horticultural products. Bridget investigates the consumer preferences, perceptions, and purchases of horticultural crops, both edible and ornamental. Most exciting is her collaborative work with eye-tracking glasses to better understand what consumers see and what they ignore in ads, displays, and the shopping experience. She thanks the Horticultural Research Institute for their partnership in funding much of her horticulture marketing research. She is known for her engaging presentations and practical insights, making her a valuable guest on our podcast. Looking for more Dr. Behe? Follow these links!
https://msu.edu/ https://www.hriresearch.org/ https://www.connect-2-consumer.com/ Katie Elzer-Peters is an accomplished writer, editor, and garden communicator with over two decades of experience in the horticulture industry. As the founder of The Garden of Words, LLC, she specializes in content creation and marketing for gardening and landscaping businesses. Katie is an author of several gardening books and a regular contributor to various horticultural publications. She is a natural collaborator and we have enjoyed many engaging discussions with her over the past few years, so are excited to highlight her expertise in digital marketing and engaging storytelling on our podcast! Looking for more Katie? Follow these links!
https://thegardenofwords.com/ https://www.growertalks.com/Article/?articleid=26933
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