Flower Power

Higgins, Kevin T.
May 2005
Marketing Management;May/Jun2005, Vol. 14 Issue 3, p16
Presents an interview with Michael J. Soenen, president and CEO of Florists Telegraph Delivery, or FTD, an Internet-based floral delivery company. State of the floral market as of May 1, 2005; Competition with the toll-free 1-800-FLOWERS; Internet orders received by the company in the early 2000s; His assessment of the 2002 version of the company's Be a Hero campaign. INSET: CMO spotlight.


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