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... Barnes & Noble led the traditional book selling retail segment and planned to capture growing customer expenditures on books using the internet. ... While an established bookseller like Barnes & Noble can sell books anywhere, they may not garner enough market share to survive online. Since selling books is Barnes & Noble’s core competency, using the internet to sell them is simply using another distribution channel. ...
Another alternative is to advertise Barnes and Noble’s brand name offline during the online expansion using traditional media sources. Perhaps tandem advertising will encourage faithful Barnes & Noble customers to shop at barnesandnoble. ... Through offline advertising, Barnes & Noble can reach customers that might not be close to an actual store or those who might have difficulty reaching one.
Approximate Word count = 603
Approximate Pages = 2.4
(250 words per page double spaced)
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