ABSTRACT
This study is concerned with Marketing Strategies of books in Nigeria, "A Case study of the Ahmadu Bello University, (ABU), Zaria Bookshop Limited and Kola Bookshop Enterprises Limited Zaria. The study examines the use of marketing strategies and takes a thorough and critical analysis of how the two bookshops apply marketing strategies to increase sales volume and profitability.
The study goes further to examine the relationship between the bookshops and publishers with a view to ascertaining how they complement each other in applying marketing strategies. It also examines such variables as inventory control, personnel and organisational structure of the bookshops to determine how effectively these have contributed to the business performance Recommendations have been made as to how the bookshops can improve their performance through the application of marketing strategies.
