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Warren Cassell, owner of Just Books, a very small book store, makes special orders for customers at ...

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Warren Cassell, owner of Just Books, a very small book store, makes special orders for customers at ...

Warren Cassell, owner of Just Books, a very small book store, makes special orders for customers at no extra charge, provides free gift-wrapping, conducts out-of-print book searches, offers autographed copies of books, hosts "Meet the Author" breakfasts, and publishes a newsletter for book lovers. By offering his customers lots of "extras" they do not get at larger bookstores, Cassell has won a growing base of loyal customers. Cassell is relying on which marketing strategy?
A) Demographic marketing
B) Transaction selling
C) Individualized marketing
D) Guerrilla marketing

Textbook

Essentials of Entrepreneurship and Small Business Management

Edition: 6^th

Author: Scarborough

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burish Author

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6 years ago

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