Warren Cassell, Owner of Just Books, a Very Small Book

Multiple Choice

Warren Cassell, owner of Just Books, a very small book store, makes special orders for customers at no extra charge, provides free gift-wrapping, conducts out-of-print book searches, offers autographed copies of books, hosts "Meet the Author" breakfasts, and publishes a newsletter for book lovers. By offering his customers lots of "extras" they do not get at larger bookstores, Cassell has won a growing base of loyal customers. Cassell is relying on which marketing strategy?

A) Demographic marketing
B) Transaction selling
C) Individualized marketing
D) Bootstrap marketing