Marketing

The definition of customer service includes factors like location, access, speed, product quality, communication, competitive pricing, knowledgeable sales associates, store hours, return policies, and price guarantees. In her book Ordinary Acts, Extraordinary Outcomes, Betsy Sanders defines customer service as "what the customers are willing to pay for."

The success of a bookstore's Web site is directly dependent on the bookseller's efforts to market it, stressed Len Vlahos, BookSense.com director. "In some ways, a storefront retailer's Web site functions as an extension of the store, and, in other ways, as an additional location," Vlahos said.

The November issue of Nick Jr Family Magazine, which offers parents advice on everything from the best holiday toys to the best video games, directs those looking for a good book to read with their children to titles included in Book Sense Best Books: 125 Favorite Books Recommended by Independent Book

The death of actor Christopher Reeve on October 10 adds extra poignancy to the Book Sense and A&E Network partnership that seeks to raise funds for the Christopher Reeve Paralysis Foundation (CRPF). Booksellers were sent a special donation box created by A&E exclusively for Book Sense stores to collect money for CRPF in September's White Box. A statement on the CRPF Web site, www.ChristopherReeve.org, notes that Reeve's family has requested that donations be made in his honor to the Foundation.

After the November 2 elections, the most important colors will shift from red and blue to red and green, and another holiday season will begin. Uncertainty about the economic forecast is the only sure thing once again this year -- no one can accurately predict whether or not shoppers will be spending freely or cautiously. However, this year's market research does show a steady increase in the use of electronic gift cards.

A marketing calendar is an integral part of a successful marketing plan, and a savvy retailer won't wait until after the holidays to create a marketing calendar for the new year. Pre-holiday rush is a good time to start formulating new plans as well as to assess which of the past year's marketing efforts worked and bear repeating.

The November 10 opening of Warner Brothers' animated adaptation of Chris Van Allsburg's classic Christmas tale, The Polar Express (Houghton Mifflin), starring Tom Hanks, is just over a month away.

A new crop of films based on books -- and books based on films -- provides booksellers with plenty of opportunities for cross promotions now and in the coming months.

The Polar Express, Chris Van Allsburg's Caldecott Medal-winning children's book, will hit the big screen this November 10 in an animated adaptation from Warner Bros., starring Tom Hanks.

The September Marketing Action Kit includes: