The Franklin and Marshall store has maintained a profit level by aggressive action, including more freedom and flexibility in offering sales and specials and in discounting items. Specific procedures and results are described. (LBH)

Discusses basic principles of business, education, marketing, retail operation, bookshops, merchandising, display, selling, and success and their application to college bookstores. (JT)

Methods for establishing an advertising budget are reviewed. They include methods based on percentage of sales or profits, unit of sales, and objective and task. Also discussed are ways to allocate a promotional budget. The most common breakdowns are: departmental budgets, total budget, calendar periods, media, and sales area. (JMD)

Guidelines by the National Association of College Stores for making academically oriented bookstores financially viable with suggested alternative ways of implementing the guidelines (e.g. retail business, subsidized service, etc.) (JT)

Retailers must decide whether to make the most money or help the most people. This conflict between democratic ideals and the free enterprise system must be made within the corporate structure and thus puts a great deal of pressure on the businessman. Suggests questions that the retailer can ask himself regarding his professional ethics. (JMD)