Abstract
As the ornamental nursery industry moves from being production-oriented to being market-driven, growers must rethink the way they do business. No longer can producers target only purchasers of plant materials; now they must also direct marketing activities to those who influence the purchase of plants and choice of producers. Because landscape architects play an influential role in plant specification and selection of production nurseries, growers should consider ways in which effective marketing communications can be developed to influence these influencers. A marketing perspective on the decisionmaking process and the determination of the role of the individual in the decision process is used to develop recommendations on ways for growers to communicate with landscape architects. The implications of these findings for university extension programming also are discussed.
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