Abstract
Abstract With more than 15,000 growers across the United States, natural Christmas trees are an important crop. As production specialists, many tree farmers have limited marketing knowledge. Christmas tree producers can expand their business using four marketing tools–product, price, promotion, and place–that form a useful framework for organizing marketing ideas. This article reviews the research on Christmas trees and other products for innovative tactics for marketing Christmas trees. By improving their application of the four Ps, tree producers and retailers can add more perceived value to their products, build customer loyalty, and boost their sales.
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