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Horticulturae 2017, 3(1), 26; doi:10.3390/horticulturae3010026

Relationship Marketing: A Qualitative Case Study of New-Media Marketing Use by Kansas Garden Centers

1
Former Graduate Research Assistant, Department of Communications and Agricultural Education, Kansas State University, 1612 Claflin Rd., Manhattan, KS 66506, USA
2
Department of Horticulture and Natural Resources, Kansas State University, 1712 Claflin Rd., Manhattan, KS 66506, USA
3
Department of Communications and Agricultural Education, Kansas State University, 1612 Claflin Rd., Manhattan, KS 66506, USA
4
Department of Applied Economics, University of Minnesota, 1994 Buford Ave., St. Paul, MN 55108, USA
*
Author to whom correspondence should be addressed.
Academic Editor: Marco A. Palma
Received: 22 December 2016 / Revised: 21 February 2017 / Accepted: 8 March 2017 / Published: 11 March 2017
(This article belongs to the Special Issue Marketing Strategies of Horticultural Production Chain)
View Full-Text   |   Download PDF [200 KB, uploaded 11 March 2017]

Abstract

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 method for developing profitable relationships with customers. The purpose of this qualitative study was to explore the perceptions and experiences of garden center stakeholders as they use new-media to market their businesses. Grunig’s Excellency Theory served as the theoretical framework for this study. Results indicate garden center operators prefer to use traditional media channels to market to their customers and asynchronously communicate with their target audiences. Stakeholders often have inaccurate or conflicting views of traditional media and new-media in regard to advertising and tend to approach new-media marketing from a public information or asynchronous viewpoint. View Full-Text
Keywords: marketing; relationship marketing; social-media marketing; new-media marketing; green industry; qualitative; garden center; nursery; landscape marketing; relationship marketing; social-media marketing; new-media marketing; green industry; qualitative; garden center; nursery; landscape
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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MDPI and ACS Style

Stebner, S.; Boyer, C.R.; Baker, L.M.; Peterson, H.H. Relationship Marketing: A Qualitative Case Study of New-Media Marketing Use by Kansas Garden Centers. Horticulturae 2017, 3, 26.

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