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All about Flowers: James Vick's Nineteenth-Century Seed Company - Softcover

Mickey, Thomas J.

 
9780804012294: All about Flowers: James Vick's Nineteenth-Century Seed Company
Softcover
ISBN 10: 0804012296 ISBN 13: 9780804012294
Verlag: SWALLOW PR INC, 2021

Inhaltsangabe

A nineteenth-century entrepreneur&;s bold, innovative marketing helped transform flower gardens into one of America&;s favorite hobbies.

&;There is much in this sin-plagued world of ours; and, had we no flowers, I believe existence would be hard to be born.&; So states a customer&;s 1881 letter&;one of thousands James Vick regularly received. Vick&;s business, selling flower seeds through the mail, wasn&;t unique, but it was wildly successful because he understood better than his rivals how to engage customers&; emotions. He sold the love of flowers along with the flower seeds.

Vick was genuinely passionate about floriculture, but he also pioneered what we now describe as integrated marketing. He spent a mind-boggling $100,000 per year on advertising (mostly to women, his target demographic); he courted newspaper editors for free publicity; his educational guides presaged today&;s content marketing; he recruited social influencers to popularize neighborhood gardening clubs; and he developed a visually rich communication and branding strategy to build customer loyalty and inflect their purchasing needs with purchasing desire.

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Über die Autorin bzw. den Autor

Thomas J. Mickey is Professor Emeritus of Communication Studies at Bridgewater State University, Bridgewater, Massachusetts. He is a graduate of the Boston Architectural College&;s Landscape Institute, a Master Gardener, and a garden columnist. His other books include America&;s Romance with the English Garden, from Ohio University Press, and Best Garden Plants for New England.

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Verlag
SWALLOW PR INC
Erscheinungsdatum
2021
Sprache
Englisch
ISBN 10 
0804012296
ISBN 13 
9780804012294
Einband
Taschenbuch
Anzahl der Seiten
204
Kontakt zum Hersteller
preigu GmbH & Co. KG
mail@preigu.de

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