Purpose – The paper has twin aims, one practical and one theoretical. From a practical point of view, the aim is to begin to identify appropriate marketing strategies and tactics for complementary and alternative therapists. From a theoretical point of view, the aim is to shape a research...

Purpose – The purpose of this paper is to identify current marketing initiatives undertaken by UK chain booksellers and analyses them in the context of established retailing and marketing theory. Thus, established scholarly theory is being examined in a novel research setting....