{"product_id":"all-about-flowers-james-vicks-nineteenth-century-seed-company-9780804012294","title":"All about Flowers: James Vick's Nineteenth-Century Seed Company","description":"\u003cp\u003e\u003cb\u003eA nineteenth-century entrepreneur's bold, innovative marketing helped transform flower gardens into one of America's favorite hobbies.\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\"There is much that is hard and productive of sorrow in this sin-plagued world of ours; and, had we no flowers, I believe existence would be hard to be borne.\" 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.\u003c\/p\u003e\u003cp\u003eVick 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=AUTH-1027980\"\u003eThomas J. Mickey\u003c\/a\u003e\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Swallow Press\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 05\/07\/2021\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 204\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.84lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.40h x 6.00w x 0.60d\u003cbr\u003e\u003cb\u003eISBN13:\u003c\/b\u003e 9780804012294\u003cbr\u003e\u003cb\u003eISBN10:\u003c\/b\u003e 0804012296\u003cbr\u003e\u003cb\u003eBISAC Categories:\u003c\/b\u003e\u003cbr\u003e- \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=CAT-GAR\"\u003eGardening\u003c\/a\u003e | \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=BISAC-GAR004000\"\u003eFlowers | General\u003c\/a\u003e\u003cbr\u003e- \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=CAT-HIS\"\u003eHistory\u003c\/a\u003e | \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=BISAC-HIS036040\"\u003eUnited States | 19th Century\u003c\/a\u003e\u003cbr\u003e- \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=CAT-BUS\"\u003eBusiness \u0026amp; Economics\u003c\/a\u003e | \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=BISAC-BUS002000\"\u003eAdvertising \u0026amp; Promotion\u003c\/a\u003e\u003cbr\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eThomas J. Mickey\u003c\/b\u003e 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 \u003ci\u003eAmerica's Romance with the English Garden\u003c\/i\u003e, from Ohio University Press, and \u003ci\u003eBest Garden Plants for New England\u003c\/i\u003e.\u003c\/p\u003e","brand":"Swallow Press","offers":[{"title":"Default Title","offer_id":42698441326829,"sku":"9780804012294","price":26.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0550\/8097\/6621\/products\/img_53488ba6-ab6a-45fc-bfe7-c28000d91da5.jpg?v=1649901043","url":"https:\/\/sureshotbooks.com\/products\/all-about-flowers-james-vicks-nineteenth-century-seed-company-9780804012294","provider":"SureShot Books Publishing LLC","version":"1.0","type":"link"}