TAILIEUCHUNG - MARKETING EXTENSION GUIDE - HORTICULTURAL MARKETING

The Big Idea. It’s always been the ultimate goal of marketing communications: the idea that perfectly encompasses a brand’s personality while connecting with consumers in a way that ultimately generates transactions. Brands remain on the never-ending quest for the Big Idea. As the media landscape and technology transform the way consumers receive information, increasingly it’s public relations fi rms that are clients’ partners on that quest. “Today what we see is a lot more jump ball,” says Harris Diamond, CEO of Weber Shandwick. “Clients are inviting digital fi rms, advertising agencies, PR fi rms to the table. And PR fi rms are in the best of all worlds,. | ISSN 1020-7317 5 Marketing extension guide HORTICULTURAL MARKETING 5 Marketing extension guide HORTICULTURAL MARKETING by Grahame Dixie FOOD AND AGRICULTURE ORGANIZATION OF THE UNITED NATIONS Rome 2005 The designations employed and the presentation of material in this information product do not imply the expression of any opinion whatsoever on the part of the Food and Agriculture Organization of the United Nations concerning thelegal or development status of any country territory city or area or of its authorities or concerning the delimitation of its frontiers or boundaries. All rights reserved. Reproduction and dissemination of material in this information product for educational or other non-commercial purposes are authorized without any prior written permission from the copyright holders provided the source is fully acknowledged. Reproduction of material in this information product for resale or other commercial purposes is prohibited without written permission of the copyright holders. Applications for such permission should be addressed to the Chief Publishing Management Service Information Division FAO Viale delle Terme di Caracalla 00100 Rome Italy or by e-mail to copyright@ FAO .

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