The marketing of flowers in the United Kingdom

Abstract

Identifies a small market (flowers) in comparison with western Europe – one with growth potential and examines the particular problems of this commodity. Gives a realistic assessment of the possibilities for expansion. Highlights that flowers are costly to produce, fragile to handle, have a life of no more than a few days in most cases and are used mainly as expressions of sentiment and ornament rather than for more utilitarian purposes. Summarises that flowers have a special place in consumers' appreciation, but one that could easily be lost by the use of clumsy or over‐reaching tactics.

Citation

Hunt, A. (1972), "The marketing of flowers in the United Kingdom", European Journal of Marketing, Vol. 6 No. 2, pp. 98-106. https://doi.org/10.1108/EUM0000000005129