Turning Marketing Challenges into Profitable Opportunities

Jan 30 2019 - 9:00am

People are changing, customers are changing, the market is changing. In this session, Bridget will share her top 7 marketing challenges along with ideas for how to capitalize on the market changes. From customer’s age to environmental concerns to pollinators to technology use, learn a bit more about not just rolling with the change but making money on it.

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Michigan State University

Dr. Bridget Behe is currently a Professor of Horticultural Marketing at Michigan State University. She teaches courses on marketing and management for horticulture majors. Bridget has conducted over 100 consumer and market research projects on horticultural products, both edible and ornamental. She has written more than 500 publications in the trade press and peer-reviewed journals. She joined Michigan State’s faculty in August, 1997, after serving on the faculty at Auburn University (Alabama) for 8 years.

Bridget earned degrees from Penn State University (Ph.D. Horticulture, B.S. Horticulture, B.S. Agricultural Education) and The Ohio State University (M.S. Horticulture). Each year, she speaks to professionals and industry groups nationally and internationally. She writes articles for trade magazines to share the findings of her consumer research studies. She was co-chair of the AmericanHort (formerly OFA) Garden Center Committee for several years and now serves on their Retail Committee. Dr. Behe has served as chair of a USDA regional project committee where horticulturists and agricultural economists work collaboratively on consumer and economic challenges facing the ornamental horticulture industry. In 2018, she was awarded the American Society for Horticultural Science Undergraduate Educator of the Year. In 2016, she was awarded the Outstanding Extension Specialist in Michigan. In 2018, she was awarded the Outstanding Undergraduate Educator Career Award by the American Society for Horticultural Science. She can be contacted at behe@msu.edu or at 517-353-0346.