Малката книжарница – основни маркетингови принципи
The small, independent book store – key marketing principles

Summary/Abstract: This study is dedicated to the existence of the small book store, which continues to play a role as a business model for distributors and provides an enjoyable customer experience despite growing competition. The discussion includes key marketing principles and their application in the creation and continued existence of the small book stores. Independent booksellers have realized that customers want personal service. Knowledge of customer behavior and the pursuit of appropriate target markets offer significant advantages for independent book distributors. This study aims to prove that small book stores which apply successful marketing strategies, offer a good selection of books, and provide good customer service are depicted as a model in the book distribution industry.

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