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Developing a Horticulture Marketing Plan

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.