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    Marketing tools used by borders.com

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    Describe the marketing tools used by Borders.com.

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    Web sales for Borders are all conducted through Borders.com and Waldenbooks.com in partnership with Amazon. Amazon handles the sales/distribution function and coordinates online marketing research.

    Borders provides some site content such as:
    - Promotions,
    - Special events and
    - A store locator.

    A summer reading link sends the shopper to a page on Borders' site that lists summer reading suggestions and book details. The store locator link allows customers to find a bricks-and-mortar store, check its inventory and use functions like the "in-store express pick up" that combines the ease of online ordering with the convenience of paying for the ...

    Solution Summary

    The marketing tools used by Borders.com are described.