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Developing a Horticulture Marketing Plan

Gerald White (May, 2000)

Summary

Globalization, concentration in the retail sector, changes in wholesaling, depressed commodity prices, work force availability, the availability of pesticides, and changes in consumer attitudes are just a few of the important factors which have forced horticultural producers to consider their long run viability. Strategic marketing planning is a tool for helping growers make the necessary changes to adapt to the uncertainty and the unfavorable aspects of their current situations.